👈 Home

Audit: NorthOne

Here’s a quick audit of NorthOne bank’s marketing site:

… and here are my notes:

01:12 ❤️ product image in the homepage hero
01:39 CTA wording is confusing
03:02 Consider “foot in the door” easy first question
05:37 The + sign and fine print are a little distracting
07:10 Consider background design or imagery to deemphasize fine print
08:01 Consider changing password validation UI, or removing “Passwords match” warning until submit
09:56 Progress bar status unclear on first step - consider redesigning or removing it
10:25 Consider setting expectations / “you are here” messaging at the beginning of the funnel
12:39 Consider different options for images (including no images at all)
14:22 Test different “here’s what you’ll need” approaches - before account creation, after, none at all …
16:00 Consider win back email for abandoned applications
16:37 Consider a tooltip or more context on how revenue data is used
18:04 Predictive search on the industry selector (?)
19:40 “Continue to application” is a confusing CTA
21:35 Maybe state explicitly that there are 2 stages of application, maybe merge into one … maybe leave as is, who knows
22:34 Enable up and down arrows to select business address in suggestions dropdown
23:03 Explain advantage of adding social media accounts, or don’t ask
24:35 Consider clarifying what “employee” means in LLC context
25:32 Consider “same as business address” option for owner home address
26:18 Clarify “tell us about your position” or change to “tell us your job title”
27:48 Weird behavior on accidental scroll (probably user error)
28:24 Add a message to clarify “we need info about your co-owners” maybe, or maybe I just got confused
28:48 Reword “control person” if possible, or don’t ask if I’m the sole owner
30:13 ❤️ how the message updates during load screen
30:57 I got rejected :’(

Audit: NorthOne

Next time I write something, I'll let you know.