A digital branch built for customer needs.

Pacific54 rebuilt Banesco USA’s website around clearer journeys, a reusable design system, and a mobile-first account-opening experience.

+60%completed online account openings after launch

banescousa.com

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ClientBanesco USA

MarketSouth Florida & Puerto Rico

Pacific54’s roleResearch, UX/UI, design system, build & testing

Primary goalGrow completed online account openings

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The brief

A new brand needed a better website.

Banesco USA serves businesses and families across South Florida. After a major identity refresh, its website still reflected the previous era: slow on phones, organized around internal departments, and difficult to use for everyday banking tasks.

The assignment was not simply to “modernize” the interface. The new site had to help more people find information, compare products, and complete an account application.

Make the new brand feel real

Carry Banesco USA’s refreshed identity through every page, component, form, and interaction.

Help customers find the right path

Replace department-led navigation with the tasks people actually came to complete.

Make mobile the primary experience

Reduce friction in account opening and improve speed on everyday phones and connections.

What changed

Three decisions shaped the rebuild.

Website analytics, customer feedback, banking benchmarks, and journey tests led to three practical changes.

Decision 01

Organize the site around customer tasks.

Analytics and customer feedback pointed to four recurring jobs: check rates, find a branch, reach support, and open an account. Those jobs became the backbone of the navigation and page hierarchy.

The customer’s language became the site structure.

A simplified view of how the information architecture changed

BeforeStart with the bank

Customers had to translate their goal into the bank’s internal structure.

AfterStart with the customer

The most common tasks became visible paths from the first screen.

Decision 02

Turn the new identity into a system the bank could keep using.

Instead of designing isolated pages, we defined typography, color, cards, forms, comparison tables, and calls to action as reusable components. Marketing could create new pages without redesigning the experience each time.

Consistency became part of the build, not a manual check.

Decision 03

Design the account opening journey for phones first.

The mobile experience was treated as the main experience. Menus became task-focused, enrollment forms lost unnecessary fields, and page weight was reduced for mid-range phones and branch Wi-Fi.

The most common device received the least-compromised experience.

Banesco USA mobile navigation, homepage, and online enrollment screens

From system to screen

Reusable pieces. Recognizably Banesco.

The system covered the practical details customers interact with every day, including product comparisons, application forms, contact modules, and campaign pages.