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Bank of America, Simplifying business banking
Bank of America, Simplifying business banking
B2B, Responsive Web, 2025
B2B, Responsive Web, 2025
Creating a personalized platform connecting 16M+ business users to the right solutions, services, and tools—faster.
My role:
- Led navigation redesign, unifying 5 fragmented business platforms.
- Owned login experience design, supporting all authenticated spaces.
- Designed page templates using the Unity Design System.
Creating a personalized platform connecting 16M+ business users to the right solutions, services, and tools—faster.
My role:
- Led navigation redesign, unifying 5 fragmented business platforms.
- Owned login experience design, supporting all authenticated spaces.
- Designed page templates using the Unity Design System.
Overview
Problem
Problem
Business owners couldn’t find the solutions they needed
Business owners couldn’t find the solutions they needed
Bank of America’s business ecosystem spanned serves 16M+ annual visitors, but engagement was falling and drop-off rates were rising. Offerings were fragmented across 5 disconnected platforms, each targeting different business sizes (from small business to large corporations). User research confirmed the experience was frustrating to navigate, with most visitors struggling to find the right tools and resources to fit their needs.
Bank of America’s business ecosystem spanned serves 16M+ annual visitors, but engagement was falling and drop-off rates were rising. Offerings were fragmented across 5 disconnected platforms, each targeting different business sizes (from small business to large corporations). User research confirmed the experience was frustrating to navigate, with most visitors struggling to find the right tools and resources to fit their needs.
The business ecosystem: 5 fragmented platforms
Solution
Solution
Personalizing the experience for every business user
Personalizing the experience for every business user
Now, the fragmented ecosystem is unified into a single experience with flexible modules that make discovery more intuitive by surfacing content, tools, and services based on business size. I designed a unified login and multi-tiered navigation to simplify access to authenticated platforms and guide users to the right solutions.
Now, the fragmented ecosystem is unified into a single experience with flexible modules that make discovery more intuitive by surfacing content, tools, and services based on business size. I designed a unified login and multi-tiered navigation to simplify access to authenticated platforms and guide users to the right solutions.
New personalized front-door
Outcome
Outcome
9% lift in user engagement
3% lift in click-through-rate (CTR)
4% drop in bounce-rate
The result: a low-friction, personalized experience that adapts to user needs, making discovery faster, navigation easier, and engagement more meaningful.
The result: a low-friction, personalized experience that adapts to user needs, making discovery faster, navigation easier, and engagement more meaningful.
Before and after
Process
01
01
Unified login
To make account access simple, I pushed for a design that featured the login module prominently in the masthead. I designed the experience to scale across multiple authenticated platforms.
To make account access simple, I pushed for a design that featured the login module prominently in the masthead. I designed the experience to scale across multiple authenticated platforms.
Unified login
02
02
Multi-tiered navigation
To help visitors find the right tools and resources to fit their needs, I pushed for a multi-tiered navigation system that grouped information by business size, met WCAG AA standards, and had flexible modules to highlight featured products.
Through multiple rounds of iteration and design critiques, I've explored different potential navigation structures. Each with their own unique benefits, so it was important to align the direction with user mental models and get assistance from the Experience Strategy team to test and make a data-driven decision.
To help visitors find the right tools and resources to fit their needs, I pushed for a multi-tiered navigation system that grouped information by business size, met WCAG AA standards, and had flexible modules to highlight featured products.
Through multiple rounds of iteration and design critiques, I've explored different potential navigation structures. Each with their own unique benefits, so it was important to align the direction with user mental models and get assistance from the Experience Strategy team to test and make a data-driven decision.
Multi-tiered navigation