Transforming the Global Transactions Banking Site to Covert Smarter
Project Overview & Ask
Global Transaction Banking (GTB) is one of Scotiabank’s highest-value business lines, supporting multi-billion-dollar corporate clients in managing cash, mitigating risk, and operating across borders. Yet the GTB hub — a primary channel for discovery and lead generation — was quietly bleeding opportunity.
With over 44 disconnected pages, a buried 8-click to contact the experts, and no clear user flow, prospects were dropping off before ever reaching a conversation.
Leadership estimated millions in missed revenue, and they wanted a quick turnaround.
⏰ Aggressive deadlines: “We need to show results in weeks, not months.”
🏦 High-level visibility (SVP and Executive attention)
Team Squad: Digital Product Owner, Senior Product Design Lead, Product Designer, Marketing Director, Web developers, CX researcher, Content Strategy, and Project Manager.
Platform: B2B Web, Global Markets
My Role
As Senior Product Design Lead, I was brought in to deliver a measurable turnaround of this high-stakes redesign within six months. I led discovery, strategy, information architecture, and cross-functional alignment with executive stakeholders.
I also onboarded and mentored a new Product Designer, supporting them through team integration, design system adoption, and collaborative ideation—allowing me to stay focused on the strategic direction while empowering them to own day-to-day execution.
Business Goals
“We want to increase awareness of the GTB (Global Transaction Banking) site and generate more qualified leads.”
DESIGN PROCESS
Discovery & Research
To uncover what was really blocking performance, we conducted:
✅ 18 Competitive Analyses (national + global GTB, commercial & corporate banking sites)
✅ 16 Stakeholder Interviews with relationship managers, SMEs, and internal experts
As Sr. Product Design Lead, I worked with research, business stakeholders, and content partners to:
- Audited and mapped current structure
- Created personas of our two main segments
- Identified product journeys that aligned to actual client decision flows
- Analyze page-level performance and drop-off points
- Identify high-potential content gaps and orphaned pages
💡Uncovering the Real Problem. The Symptom: A Site That Didn’t Convert
What initially looked like a content issue turned out to be a deep-rooted architecture problem.
As we mapped the existing structure, we found:
As we mapped the existing structure, we found:
❌ Unclear Value Proposition: Prospective clients didn’t understand why Scotiabank was the right partner.
❌ No Sales Narrative: Pages lacked any real push for acquisition. Content felt passive and outdated.
❌ Low Content Engagement: Messaging was dense, hard to scan, and failed to connect with users’ goals.
NEW ARCHITECTURE
NEW BRAND & DESIGN SYSTEM
NEW DESIGNS
👉 Check out the live website!
OUTCOMES (First Month)
🕐 Avg. time on page increased from 7 seconds → 1 minute
📄 Page count reduced from 44 → 18 curated pages
🧠 Cognitive load decreased by over 50%, improving clarity and exploration
📈 Form conversion rate jumped by +150%, driven by improved visibility and routing