Synchrony Financial

At EY-Intuitive, I collaborated to lead the client relationship with the bank Synchrony Financial. Balancing multiple projects, I coordinated with key stakeholders at Synchrony as well as with our internal design, development, and content strategy teams to redesign and re-architecture MySynchrony.com, fully redesign of the Synchrony Business site, and update the user experience and brand of their client portal and internal client management pages. In doing this I coordinated timelines, project allocation, and team communication. In my 3 years working with Synchrony, we expanded the client relationship to include multiple branches of their web presence, and maintained the relationship throughout their internal restructuring.

CLIENT

Synchrony offers consumer and small business financing products, including credit, promotional financing and loyalty programs.

Project Scope

Full redesign and re-architecture of MySychrony.com and SynchronyBusiness.com, including public landing pages, resource centers, client portals, and internal consumer account management.

Challenges

  • Synchrony Financial found that the bounce rate was high for users who came to the site after searching “financing”. 

  • Prospective customers were missing out on useful information because it was buried in the site.

  • Current customers were not utilizing the resources and educational material because it was not easily accessible. 

  • The complex signup process was a barrier to gaining new customers.

  • Account holders were not completing the training steps that would allow them to fully utilize the tools on offer.

Process

  • User interviews

  • Stakeholder interviews

  • Multi-disciplinary brainstorming

  • Wireframing

  • Prototyping

  • Visual design

Goals

  • Increase engagement with resources & educational content

  • Streamline signup process 

  • Incentivize training

Solutions

  • Level up useful information and facilitate sharing of resources between users.

  • Streamline data entry and provide incentives in the form of tutorials and education.

  • Simplify steps and show clear progression to make the user feel validated as they complete the program. 

  • Provide useful resources for the user to understand how the process benefits them.

SCOPE: UX | UI | Branding | project managemenT
Team: EY-Intuitive

Synchrony Business

MySynchrony

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