Creating CPB’s 1st MOBILE BANKING APP

Bringing CPB’s new and unique brand promise to life with its first mobile banking app

Mid-Sized Project

B2C & B2B

Mobile App

Rebrand

Design Leadership

Concepting

Mid-Sized Project B2C & B2B Mobile App Rebrand Design Leadership Concepting

 

Overview

 

TL;DR
As the Senior Product Strategist, I crafted a vision for how Central Pacific Bank’s (CPB) new branding would come to life through its digital channels, and guided the design of its first mobile app. This led to the creation of the highest rated banking app in Hawaii.


The Challenge
CPB has been a pillar of its community for over 70 years. It’s know for supporting its small business partners and delivering excellent in-person care to its loyal but aging customers. In 2020, CPB was in the midst of a rebrand that was heavily influenced by two forces that placed digital at the forefront.

  1. CPB sought to attract younger customers due to its aging customer base.

  2. COVID19 was rapidly shifting customers away from branch-based interactions.

Coming out of the rebrand, CPB’s approach was to modernize its banking services, while remaining committed to its strong personal, small business, and community relationships.


The Ask

  • Define how to deliver on the brand promise through digital

  • Design a banking app that brings the new brand to life

 

Role & PRocess

 

Helped create a cohesive brand vision that extended across all customer experiences. CPB’s new brand felt warm, supportive, and paid tribute to local culture, while leaving room for a drastic modernization.

 
 

Created a series of concepts that demonstrated how CPB’s new brand could come to life as digital features and services. Some of these ideas were then mapped out in a digital roadmap, starting with CPB’s first mobile app.

 
 

Banking apps are powered by 3rd-party services, so their foundational architecture, interaction, and requirements are standardized. We worked to bring the aesthetic, voice, and cultural elements of our brand to life, while addressing the unique needs of our local customers.

  • Log in flow set the tone with our brand’s signature North Shore Wave, and cycling welcome messages in Hawaii’s most common languages.

  • Home experience guides less digital savvy customers with prominent actions, hints, alerts, search, and clean account interfaces.

 
 

Due to Covid19 and the banks objective to attract younger customers, we added much needed mobile functionality.

  • Transfer and mobile deposits allowed customers to avoid in-person branch transactions.

  • Confirmation screens showcased the warm personality of the brand and infused nods to local culture.

 
 

While the plan was build out a stronger digital presence, we focused on what always separated CPB from the competition; a commitment personal relationships.

  • Presented several ways to connect with CPB on the customer’s terms.

  • Enabled customers to set up calls or meetings with their bankers.

 

The Results

4.9 Star Rating

  • App store

  • 6.9K reviews

4.8 Star Rating

  • Google Play

  • 1.42K review