Campaign Minisite

Leumi - Branch Manager

As part of Bank Leumi's campaign to enhance customer interactions, I designed a minisite for locating branches and contacting managers via WhatsApp.

Role

UX/UI & Prototype

Workplace

McCann

Tools

Figma & Photoshop

Goal

Achieve broad coverage and raise brand awareness within the target audience, ranging from ages 18 to 65, ensuring effective reach and engagement across diverse demographic segments.

The Challenges

Overcoming the impersonal image often associated with banks by creating a truly client-focused campaign that combines digital convenience with a human touch.

70

%

of customers conducted their banking activities through digital channels.

59

%

of customers felt they were treated fairly by their bank.

User Flow

Personas

Leumi

Goal

Build trust and personalize relationships through digital services.
Enhancing loyalty in a competitive market.
Raising brand awareness

Motivations

Differentiating themselves from other banks and successfully attracting customers from competitors.

Pain Points

Maintaining a solid reputation is challenging, especially in a highly competitive market.

Ronit Ben-David

Goal

Easy access to finances and smooth transactions.
Responsive, accessible guidance for decisions.
Personalized banking options.

Motivations

Spending less time on banking.
Security and expert, responsive support.

Pain Points

Complex banking tasks often feel time-consuming and overwhelming.
Long customer service wait times cause frustration and interruptions.

Design

Search city query

The user clicks the search field, starts typing "אשדוד," and selects it from the autocomplete suggestions that appear in the dropdown.

Search city Results

The system returns search results with a list of branch managers in אשדוד. The user selects a branch manager's card, which opens additional information.

WhatsApp redirection

The user clicks the WhatsApp button to chat with the branch manager. It's available on both the closed and open card.

Search Branch number query

The user clicks on the search field and types their branch number. The system returns one result - the branch manager for the number entered.

Search error & suggestions

The user enters a misspelled query and gets no results, but input assistance offers helpful suggestions.

Commitment statement

The user scrolls down to the branch managers' statement, begins reading, and clicks on "להצהרה המלאה" (Read the full statement). After finishing, he close the statement.

Desktop

I designed this project mobile-first, then optimized the desktop layout to use screen space efficiently by showing manager details alongside extra info without clutter.

Conclusions

This project faced tight timelines and delayed assets, limiting some features. Still, by prioritizing and collaborating closely, we delivered a cohesive product that met campaign goals. I focused on:

Search Design: intuitive and covers all scenarios.
Visibility: manager Commitment full statements, for trust.
UI Modernization: fresh look within Leumi's brand.

Results

399,232 users, 505,841 sessions, and 7.35% search conversion. With more time, I'd add smart search and advanced filters.

Projects

Paz Charge

Google Calendar

Bank Leumi

Mix & Drinx

About Me

Reach Out - I don't bite

racheli.tokash@gmail.com

My CV