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Bank of America

Unifying five platforms into one personalized experience for 16M+ business customers

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

I designed a new unified platform for Bank of America's business customers, replacing a fragmented ecosystem of five separate platforms into a single, personalized destination. This redesign improved wayfinding, streamlined login across authenticated spaces, and dynamically surfaced relevant content. Resulting in a 10% increase in engagement, 9% higher click-through-rate, and 5% lower drop-off.


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 make it happen.


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 served 16M+ annual visitors, from small businesses to global enterprises, but its offerings were 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 served 16M+ annual visitors, from small businesses to global enterprises, but its offerings were 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

Goal

Increase customer engagement and click-through-rate by:

  • Making it easier for business owners to find relevant tools and services

  • Improving login access across multiple authenticated platforms

  • Personalizing the experience to better serve different business sizes

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 click-through-rate

  • –5% decrease in drop-off rate

  • +10% increase in user engagement

  • +9% increase in click-through-rate

  • –5% decrease in drop-off rate

  • +10% increase in user engagement

  • +9% increase in click-through-rate

  • –5% decrease in drop-off rate

  • +10% increase in user engagement

  • +9% increase in click-through-rate

  • –5% decrease in drop-off rate

  • +10% increase in user engagement

  • +9% increase in click-through-rate

  • –5% decrease in drop-off 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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