Enhancing Navigation for the Modern Bank User

User engagement was heavily focused on a handful of key elements, with Login receiving the most interactions, followed by Loans, Personal, Checking, Business, Search, and Savings. The significant drop in clicks beyond these core items suggested that users struggled to find other relevant content or that certain sections were not as intuitive or useful as intended.

The search function saw significant use, suggesting that users often relied on it as a last resort rather than as a preferred navigation method. While a well-structured search experience can be beneficial, heavy dependence on it may indicate that users struggled to find what they needed through the main menu. Ensuring the navigation is clear and intuitive could reduce reliance on search and improve overall user engagement.

Despite high engagement with dropdown menus, users rarely clicked on submenu items, indicating that deeper navigation options were either unclear or unnecessary. Many users bypassed submenus altogether, opting to visit main landing pages instead. Additionally, branding-heavy terms like "Easy Checking" and "Premier Plus Client Banking" caused confusion, making it harder for users to understand their options.

While the 'Quick Actions' feature was a strong concept, its execution lacked clarity, leading to low engagement. Users were unsure of its purpose or how it fit within their banking needs. Integrating quick actions into relevant categories such as 'Checking' and 'Loans' would create a more intuitive experience and align with user expectations.

User interaction with the ‘Ways to Bank’ section was limited, with most interest focused on ATMs and online banking, raising the question of whether it needed to be a primary navigation item. Similarly, the ‘Wealth and Trust’ section saw minimal engagement, suggesting that its title did not clearly convey its relevance or value to users.

The 'Resources' section led to confusion, as users expected to find articles and blogs but instead encountered essential tools like 'Calculators' and 'Contact Us.' This misalignment resulted in frequent clicks on ‘Contact Us,’ yet its placement within ‘Resources’ was unintuitive, making it harder for users to find when needed.

Several menu links directed users to external websites without any indication that they were leaving the main Extraco Banks site. While external referrals to platforms like Extraco LINC existed, the lack of clear labeling could disrupt user trust and create a disjointed browsing experience.

The business section received a prominent position in the navigation despite accounting for a small percentage of total page views. If business banking was not a primary driver of engagement or revenue, its placement within the menu needed reevaluation to better reflect user priorities.

We simplified the menu by reducing clutter, consolidating similar options such as multiple checking pages into one, and renaming unclear labels for better clarity. New and specialized services, like Private Banking, now have dedicated visual callouts within the navigation. This subtle yet effective design draws attention to valuable offerings that users may have otherwise overlooked.

A modern, scalable meganav structure replaces the old three-level menu, offering a more intuitive way to explore deep content. This flexible design only appears when necessary, improving usability while keeping navigation clean and efficient.

Instead of isolating quick actions in a separate section, we’ve integrated them directly into relevant categories. A distinct design element makes them stand out while maintaining a natural flow, prioritizing only the most essential actions based on user behavior.

For complex offerings, we introduced short, helpful descriptions within the menu, giving users the right information at the right time. This ensures they can make informed choices without unnecessary clicks or confusion.

To support secondary objectives, we implemented a familiar navigation pattern for options like ‘Ways to Bank,’ ‘Locations,’ ‘Contact Us,’ and ‘Login.’ This keeps essential but non-primary actions accessible without overwhelming the main navigation.