New Ally.com Homepage

Under new leadership, we had a contest to update the homepage design. It was a challenging exercise, and I was excited to participate. I'd wanted to find a way to shift our narrative from talking about ourselves as an institution to talking about the customer, to make our users the hero of the story. My design was selected from about 20 entries, and with my design partner, we worked with stakeholders to refine and update our design. 

The new design created a substantial increase in conversion.

We divided it into 3 sections. The top section was dedicated to products. We found in usability testing that some users came to the homepage with a clear goal in mind, so they wanted to get to a product quickly. The 3 tiles for products increased conversion significantly. 

The middle section of the page was for users who were less sure about which product was right for them. We plan to develop this section more in the future to provide a good experience for users to explore and to get exposure to content that we'd previously buried on the site. 

I've been impressed with the quality of content that we produce at Ally, but it's often uncurated and buried in different corners. We hoped to increase conversion and perceptions of brand favorability by pulling all of our different types of content under one umbrella and curating under a specific goal, connected to products that could help users meet that goal.

The last section tells users motivated to scroll to the bottom of the page about Ally. This version focuses on our efforts for promoting economic mobility with our Giving Back campaigns, and highlights the Big Save campaign we ran this year during the Super Bowl, focusing on real customers and their stories.

The previous Ally.com homepage, using the brand font and former styling.