The client's Transactional Banking (TxB) team initiated a digital analytics project focused on enhancing the Trade Online platform using Adobe Analytics. The project aimed to track user behaviour, uncover usability issues, and deliver actionable insights to support continuous platform improvement. The initiative included the full implementation of Adobe Analytics, custom reporting, and platform audit outputs designed to guide strategic UX and technical enhancements
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Trade Online lacked deep visibility into user interactions, making it difficult to identify user pain points and prioritise platform improvements. The absence of meaningful analytics limited the ability to make informed design and functionality decisions, leading to inefficiencies in platform optimisation efforts.
A robust Adobe Analytics framework was developed and deployed to track key user interactions across Trade Online. The project team: Captured behavioural and performance data using custom dashboards and tracking scripts Identified usability and navigation challenges through a platform experience audit Developed refined user flows and conducted technical feasibility assessments Delivered data-informed recommendations for improving user experience and performance
• Full Adobe Analytics implementation for Trade Online Custom dashboards and reports providing granular insights into user behaviour and platform performance
•Platform experience audit report highlighting usability issues and enhancement opportunities
• Refined user flow diagrams and a technical feasibility assessment to guide solution design
• Actionable, data-driven recommendations for short- and long-term platform improvements
