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Bank of America

Creating a personalized platform for 16M+ business customers

B2B, Mobile/Web, User Testing, Navigation Design, Shipped

I designed a personalized platform for Bank of America's 16M+ business customers, unifying five disconnected platforms into a single, personalized destination. This work resulted in a +10% increase in user engagement, +9% higher click-through-rate, and -5% lower dropoff.


I worked with a senior designer, a lead designer, a design manager, a content design lead, a content design manager, two researchers, a project manager, two tech leads, and a QA specialist to bring it to life.


My role:

  • Led navigation redesign, unifying five fragmented business platforms.

  • Owned login experience design, supporting all authenticated spaces.

  • Designed page templates using the Unity Design System.

See live site ›

Go to:

Go to:

Problem

Solution

Impact

Login

Navigation

Overview

Problem

Problem

Business owners could not find the relevant services they needed in Bank of America's fragmented ecosystem
Business owners could not find the relevant services they needed in Bank of America's fragmented ecosystem

Bank of America’s business ecosystem serves 16M+ annual visitors, from small businesses to global enterprises. With its offerings scattered across five separate platforms, customers struggled to find relevant services, often abandoning the journey entirely.


Business impact: The fragmented experience reduced engagement and undercut retention for one of the bank’s most important customer segments.

Bank of America’s business ecosystem serves 16M+ annual visitors, from small businesses to global enterprises. With its offerings scattered across five separate platforms, customers struggled to find relevant services, often abandoning the journey entirely.


Business impact: The fragmented experience reduced engagement and undercut retention for one of the bank’s most important customer segments.

The business ecosystem: 5 fragmented platforms

Solution

Solution

A single-destination, personalized platform that adapts to the needs of business owners based on their size and profile
A single-destination, personalized platform that adapts to the needs of business owners based on their size and profile

Key improvements:

  • Supporting multiple authenticated spaces with a visible, unified login experience

  • Aligning navigation to customer mental models, optimized through user testing

  • Maintaining ecosystem consistency by building page templates with the Unity Design System

  • Removing the need to navigate across multiple platforms with personalized content delivery

Key improvements:

  • Supporting multiple authenticated spaces with a visible, unified login experience

  • Aligning navigation to customer mental models, optimized through user testing

  • Maintaining ecosystem consistency by building page templates with the Unity Design System

  • Removing the need to navigate across multiple platforms with personalized content delivery

New personalized front-door

Impact

+10%
Increase in user engagement
+9%
Increase in user click-through-rate
-5%
Decrease in dropoff rate

The result: a low-friction, personalized experience that adapts to customer needs, making discovery intuitive, navigation easy, and engagement more resonant.

The result: a low-friction, personalized experience that adapts to customer needs, making discovery intuitive, navigation easy, and engagement more resonant.

Before and after

Process

Login

Helping users access their accounts easily and prominently

Through iterative design, I pushed to feature the login module in the masthead to increase visibility of account access. I designed the module to scale across multiple authenticated platforms.

Through iterative design, I pushed to feature the login module in the masthead to increase visibility of account access. I designed the module to scale across multiple authenticated platforms.

Unified login

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