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Bank of Jerusalem


Bank of Jerusalem

Responsive Site, Digital loan, Digital mortgage, and more

Bank of Jerusalem leads a digital banking concept and is one of the first to launch fully digital processes such as applying for mortgages, asking for a loan, and opening an account. Along with a team from Aman Digital, I worked on different projects for this client over a period of 2 years. I led and co-designed multi-platform products, and mentored fellow designers on the team.

Loan process - building the flow 

The first project I worked on, was creating a fully digital process for customers asking for a loan. The flow is complex, and requires a number of steps, but doesn’t require any printing or face-to-face meetings. When building the flow, the UX team decided to start with the basic information, and ask for it in a clear, direct form. Only then, if qualified, continue to the personal information, built as a form. 
This structure benefits both the client (inviting, easy first steps attracts more users and reduces blocks and fears) and the client (efficient, time-saving screening process)

Recognizable, playful, trustworthy 

The visual concept I created for this flow uses the brand's lead color (ochre), and keeps a clean, yet warm atmosphere. These two principles were crucial for creating a serious, trustworthy interface while maintaining the cozy, familial feel that matches the company’s Characteristics. 

In order to make the flow user-friendly and inviting, we decided to add icons and playfulness and divide the long form into structured steps. We added a navigation bar, for a better sense of orientation, and added motivational notes along the way.

Adapting to other products

This graded method of playful > complex form has proven to be very effective. The completion rate was high, and it created many leads (potential new users). This method, and the visual identity I created for the loan process, were later adapted to other digital products such as the main website and digital mortgage flow. 

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New digital brand book

Part of our work with the Bank of Jerusalem included creating a digital strategy and adaptation to digital formats. The existing brand book the bank had at that time supported mostly printed, marketing materials. We created a new brand book, with digital-ready assets, colors, and guidelines.

We defined the colors, imagery, illustration, and interaction. A copy expert who joined the team created a voice and tone guide, and an animator created many delightful animations and transitions.

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