Overview

To better understand industry standards and emerging UX patterns in digital banking, I was asked to conduct a competitive analysis of homepage designs from Canada's Big Five banks — RBC, TD, Scotiabank, BMO, and CIBC. The goal was to evaluate how leading financial institutions structure their homepage experience to support key user tasks while balancing business objectives.

Mission

Identify industry best practices and uncover opportunities to improve homepage usability, clarity, and task efficiency. The insights gathered from this analysis help inform a modern, user-centered homepage experience aligned with both customer needs and business goals.

What I have accomplished

I conducted a comprehensive competitive analysis of the homepage designs of Canada’s Big Five banks — RBC, TD, Scotiabank, BMO, and CIBC — to identify industry trends, usability strengths, and opportunities for improvement. Through evaluating key elements such as information hierarchy, navigation structure, promotional content, and task discoverability, I synthesized insights into actionable UX recommendations and established industry benchmarks for modern banking homepage design. The findings from this analysis provided strategic design direction aimed at improving clarity, reducing cognitive load, and enhancing overall user experience, while also creating a structured framework to support future homepage design decisions.