Ally About Us

Overview

Ally Bank’s About Us section aimed to serve a broad audience—job seekers, journalists, investors, and partners—but felt outdated, disjointed, and hard to navigate. It also lacked the structure needed to support newer content users expect from modern About pages.

Our goal was to redesign the experience to be more modern, cohesive, and user-friendly—better reflecting Ally’s values and meeting the needs of today’s diverse audiences.

This case study focuses on the most impactful updates: Our Company, Social Impact, and the Media Center.

Problem

The legacy About section suffered from:

• Inconsistent structure and messaging across subpages

• Poor navigation, especially for locating press kits, investor reports, and job content

• Visual and accessibility shortcomings, creating barriers for some users

• A disjointed user journey that didn’t align with Ally’s brand story

This resulted in high bounce rates and limited user engagement.

"How might we redesign Ally's "About Us" to clearly showcase our brand, organize information intuitively, and make our story resonate with real people—then test and refine it based on actual user needs?"

Objectives

• Redesign the About section to align with modern UX best practices

• Establish a cohesive visual language and brand-aligned storytelling

• Improve content discoverability across multiple user groups

• Ensure WCAG 2.1 accessibility compliance

Key Audience

Journalist

Someone taking notes or recording a podcast

Investor

A person reading a financial report or in a meeting

Job Seeker

Browsing a laptop with a career site open, or at a career fair

Business Partner

Shaking hands at a table with documents or community event signage

My Role

I played a hybrid role across research, strategy, and design to help reimagine Ally’s About Us experience.

Research & Insights
I contributed to persona development, analyzed user behavior through analytics, and supported usability testing—moderated interviews, unmoderated sessions, and eye-tracking studies. I also helped create the user journey map.

Structure & Strategy
I helped restructure the site map, organized and prioritized content, and contributed to the blueprint for a more intuitive experience.

Design & Collaboration
I designed wireframes, prototypes, and visuals—introducing updated icons, typography, and illustrations. I ensured accessibility compliance and collaborated with cross-functional teams, while also mentoring junior designers to maintain consistency and elevate the overall experience.

Sketch • InVision • Adobe Photoshop and Illustrator • Miro • Maze

Project Time: 12 Months

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Empathize: User Research & Usability Testing

We created and tested another user journey for Alex, a job seeker exploring career opportunities at Ally, to uncover pain points in the navigation, messaging, and calls to action. These insights helped refine both the content hierarchy and how we presented Ally’s culture and values.

1. Analytics Review
Analyzed user behavior on the legacy About Us page to identify drop-off points, traffic patterns, and key engagement metrics.

3. UX Lab: Moderated Testing
Participated in live moderated sessions where users navigated the existing About Us section, sharing their expectations and pain points in real-time.

5. Unmoderated Remote Testing
Reviewed session recordings from remote participants to validate navigation issues and test early design directions asynchronously.

6. User Journey Mapping
Contributed to mapping the end-to-end journey of priority personas, particularly job seekers, to surface emotional highs/lows and content needs across touchpoints.

2. Persona Refinement
Worked with the UX research team to help shape updated personas based on analytics insights and past interviews—especially for job seekers and media users.

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4. UX Lab: Eye-Tracking Tests
Observed where users' attention focused most and least—helping identify unclear hierarchies and missed CTAs.

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What we learned

Introduction of Social Impact:

A new ‘Social Impact’ section highlights initiatives in economic mobility, employee giving, and diversity & inclusion.

Enhanced Leadership Visibility:

‘Leadership’ section with executive team profiles has been added.

Expanded Careers Section:

The ‘Careers’ section now lists multiple career paths and programs., listing multiple specialized career paths and programs.

Removal of Suppliers Section:

The ‘Suppliers’ section is no longer included, indicating a reduced prominence of supplier information in the main content hierarchy.