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The CHALLENGE
The Bank of America checking product overview page had been wanting some TLC for a while now. The page was not accessible, and was cumbersome.
Key work done
I lead the design team that reimagined the page soup to nuts. Client insights drove what points we wanted to have shine, and what to make discoverable with on-page interactions.
THE OUTCOME
See for yourself at bac.com/deposits
An introduction to our offering in the ways clients are seeking to compare their choices.
A page that is more dynamic, more modular, and digital-forward.
A way to convey the necessary more approachably
Where we started:
Cumbersome interaction architecture - If you’re coming to this page with a product in mind, you have to click to open a modal, to then select which of the three products you’re opening. With very similar names, it can be hard to remember which one you’d wanted.
Sectioned design layout - Each section has a clear stated focus, but each felt like it was pulled in from a different web site, collaged together.
Hidden value propositions - The key points that would help a user make a decision between checking products was hidden on the page. Tools, brand commitment, and benefits we know clients are seeking got lost on the page.
How it’s going now
Scan to snag attention - Consumers told us they want the exact type of product information, bank benefit, or tool they want to learn more about before making a product decision to “jump out at them”
Explore at your own pace - progressive disclosure is meaningfully peppered throughout. It’s clear when something will open on the page, and when something will take you on to a different journey on our site
Illustrations and imagery to reinforce the key (sometimes dry, sometimes lengthy) points being made
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