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Bank of America

Marketing Site Design

Creating a personalized business platform for 16M+ business customers

Bank of America's business ecosystem was difficult to navigate, leading to low engagement and retention YoY. I redesigned the login and navigation, as well as created new page templates and components to improve the experience. The result is a personalized platform, increasing engagement, CTR, and reducing dropoff. Experience the live site here.

Mobile/Web

Growth

Shipped

Interaction/Visual Design

Design Systems

ROLE

Senior Experience Designer

UX/UI Design, Research, Information Architecture, Illustration, Rapid Prototyping, User Testing, Dev Handoff

Senior Experience Designer

UX/UI Design, Research, Information Architecture, Illustration, Rapid Prototyping, User Testing, Dev Handoff

TEAM

Aaron Briones, Design / Erika Decker, Design / Julie Bourne, Content / Michael Pasco, Content / Kat Richards, Research / Daniel Miller, PM / Andre Ferla, Architect

TIMELINE

DATE

3 Months, Shipped in Dec 2024

Project Overview

Problem

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.

The business ecosystem: 5 fragmented platforms

Solution

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.

Before and after

Process Highlights

Research

Managing the needs of many, unique business audiences

I partnered with the Research team to understand the core needs of each business audience, from small businesses to global corporations. I also conducted SWOT analysis to understand the market of personalized, enterprise experiences.

Key insights:

Each audience has unique needs. Small businesses need self-serve tools while larger institutions need more complex solutions, like a business relationship.
Personalized platforms have fail-safes, or ways to opt-in and -out.

Key insights:

Each audience has unique needs. Small businesses need self-serve tools while larger institutions need more complex solutions, like a business relationship.
Personalized platforms have fail-safes, or ways to opt-in and -out.

Helping users easily access their accounts

Through iterative design, I created a reusable login framework used for multiple authenticated platforms. Reducing redundancy and improving consistency across the platform.

Unified login on the homepage

I pushed to incorporate the login framework within the main navigation as well to ensure that accounts could be accessed anywhere across the site.

Unified login in the main navigation

Navigation

Helping customers navigate to the right services for their business

I explored multiple navigation models (flat vs. multi-tiered) and tested them with users. The winning structure grouped content by business size (small, midsize, corporations), aligning closely with user expectations.

Multi-tiered navigation

Navigation Iterations

Delivery

We partnered with our development team throughout the process and delivered high-fidelity design specs for the personalized homepage and internal pages to ensure successful implementation

For the personalized homepage, I collaborated with my team to design page instances with individual layouts and content structures relevant to each use case, while owning the login and navigation design for all instances.

Personalized homepage use cases

We also designed and delivered key interior page templates for this new business platform. These pages are slated for release later on the product roadmap.