Umpqua Bank
Economic Trends
Landing Page
Timeline
January 2022
My Role
Senior Designer
Tools
Adobe CC & Optimizely (CMS)
Overview
Umpqua Bank, the largest financial institution in the Northwest, publishes an annual economic trends report to help business customers forecast financial trends and make informed decisions. This report is one of Umpqua’s most visible and well-funded campaigns. It generates significant new website traffic and reinforces the bank’s reputation as a trusted financial partner.
The goal was to design and launch a dedicated landing page to promote the report and drive new traffic. The project had a compressed two-week timeline during the bank’s merger with Columbia Bank.
Problem
Business leaders and high-level decision-makers, Umpqua Bank’s primary audience, need fast access to clear, actionable insights to inform strategic planning. The bank’s annual economic trends report provides this value, but it lacked a dedicated digital experience optimized for ease of use, scannability, and conversion.
My Role
I was responsible for creating a user-centered landing page that supported business goals and addressed user needs under significant time constraints.
Key contributions
Designed a clean, scannable layout with clear visual hierarchy
Created wireframes focused on simplicity, structure, and intuitive flow
Sourced imagery and built supporting assets aligned with the campaign
Built the page directly in production using Optimizely to meet the deadline
Aligned closely with the Web Coordinator to ensure quality and brand consistency
Problems
& solutions
Limited timeline and capacity
The two-week deadline and ongoing merger left little room for iteration. I worked directly in Optimizely’s production environment to streamline the build process and reduce development time.
High-level audience with fast decision-making needs
The target audience included executives and business owners. To support their workflow, I designed a layout centered around four key insights. These were presented as cards for fast scanning and were repeated at the bottom of each topic page to keep users engaged.
No formal research or design process
Without access to new research, I reviewed data from past campaigns and similar high-performing landing pages. I applied UX best practices to guide structure, copy hierarchy, and interaction patterns.
Outcomes
Opportunity
Opportunities for improvement
Add jump links or sticky navigation to speed up content access
Improve hover states for stronger accessibility
Add breadcrumb navigation cues for clearer orientation
Continue optimizing layout for mobile users
Questions?
Launched a polished, high-impact landing page within two weeks
Increased visibility and traffic to the campaign
Strengthened Umpqua’s brand presence with business audiences
Delivered a design optimized for both content strategy and user behavior
Enabled on-time delivery through real-time collaboration and production
Let’s connect. I would be happy to walk you through my process or share additional project details.