Project X

Project-X was a future-state vision of an enterprise-wide app experience for Bank of America.  Personalized to the individuals’ varied and potentially complex relationship with the bank and needs.

Problem

All lines of business are being consolidated into a single experience (401k, individual investing, advised relationships, private banking, small business, and consumer banking). How can we create a unified experience that respects each user's unique relationship with the bank and their finances. Additionally we had an aggressive deadline of 3 months to make it in time for a Board of Directors meeting.

Initial sketches

We created a set of optional components aligned to our identified three personas. We didn't just recreate what currently existed across BofA's enterprise; instead, we built from the ground up, sourcing from patterns within and outside the financial space.

Core principles:

• Intuitive – Users can instinctively navigate the app. Their mental models are reflected in the features, labels, calls-to-action, etc.

• Fluid – Features are organized recognizably and predictably. It feels fluid and natural, and each screen is connected.

• Simple – Visuals are not distracting, with only the meaningful information presented.

• Welcoming – Users are offered a positive experience that is customized to their needs. Delivering insight, functionality, and guidance when and where needed.

Outcome

The final prototype created a unified framework that adapted to the user allowing them to perform tasks that previously force them to jump between multiple apps.   Even though we had only 3 months from beginning to end, we managed to work through foundational research to final prototypes.

Aaron experience

Simple account profile. Hands-off mindset. Mass market, small business owner.

Charlie

Average account profile. Hands-on mindset. Affluent, casual trader.

Ana

Complex banking relationship. Hands-on mindset, High-net-worth, high-growth business owner.