GE Capital Retail Bank provided retail banking and credit services to consumers, such as private loans, bank cards, and financial services. In 2016, GE Capital Bank was sold to Goldman Sachs.
Help GE implement a digital strategy while entering the online banking market and undergoing a brand identity redesign. Scope would include a new marketing website and a ground-up customer service platform, both of which needed to meet WCAG AA accessibility requirements.
Establish a design system of intuitive and simple UI components that would lend itself well to mobile users. Use white space, a hierarchy of typography, large buttons, and progress meters to simplify the process of opening a bank account online.
The website was an official honoree at the 18th Annual Webby Awards in 2014. The new brand identity aligned print and digital marketing collateral. The successful bank was sold to Goldman Sachs in 2016 after GE dismantled its financial services business.
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