Reimagining the experience within the same brand.
In reimagining Truist’s commercial banking experience, we followed a human-centered design process grounded in empathy, iteration, and co-creation. Through in-depth interviews with 30 customers, we uncovered key insights: clients wanted less complexity, more transparency, and tools that felt intuitive and relevant to their day-to-day. These findings shaped our principles—simplicity, personalization, and clarity—which we carried through every stage, from concept to prototype. By staying close to the voices of real users, we ensured the solution was not only innovative but meaningfully aligned with their needs.
Atoms. Elements. Components. Modules.
