Company

Comerica Bank 2021

My Role

Here is a summary of my role/responsibilities on this project. See the sections below for more detail.

• Set strategy and vision for UX/UI
• Facilitated workshops with the product team
• Worked with product owner to develop a road map for mvps
• Developed research and testing plan
• Presented to senior leaders / key stakeholders
• Created wireframes/visuals and other Ux artifacts as needed

Problem

Current app used by retail and small business owners is outdated and hard to use. Users had trouble finding features and were frustrated by the lack of financial tools. In addition, the existing app platform had reached its end of life and will be decommissioned.

Goal

Design a modern app that allows for the most common tasks to be easily completed by users. Provide users the ability to track and manage their financial goals. Also, make the app an extension of the relationship bank experience that customers are used to when they visit their local branch. Use this project as the building block for the Comerica Bank design system to drive consistency across our customer facing applications

Users

• Students
• Small business owners
• Young
• Elderly

Challenges

Designing for a very wide audience. Satisfying the needs of both the consumer and commercial user without getting the way of each other. Breaking away from an outdated viewpoint on our customers and their digital habits.

Approach

Industry Research

Industry reports on mobile banking from Javelin and BCG were reviewed. The findings were documented, synthesized, and shared with the product team.

Customer Experience Surveys

Feedback from ForeSee surveys were reviewed along with customer satisfaction scores. Results were shared with the product team.

Competitor App Reviews

Worked with the retail business to identify our direct competitors. Using 11:FS Pulse, reviewed in depth journey reviews and analysis to see how others are solving similar customer problems.

Personas

Leveraging usertesting.com research was conducted to understand:

• digital and offline banking needs
• perception of their bank’s mobile app
• digital behaviors and preferences

Design Thinking Workshop

Business stakeholders and product team came together digitally through Lucid Chart to discover opportunities, build empathy, define requirements, and develop ideas.

Journey Maps and User Flows

We partnered with our CX team to develop user journeys to identify key paths that a user would take through the app.  User flows were created for each task a user could complete within the app.

Design and Prototyping

Started off with sketches on a whiteboard to explore concepts. Through the iterative design process transitioned to wireframes and eventually high fidelity screens and a prototype. Screens were designed using Sketch. Handoff was facilitated through Sketch Cloud. Behaviors and transitions were communicated through a prototype built using Protopie.

User Feedback

Throughout the design and prototyping journey several rounds of user feedback were conducted through usertesting.com

• A/B Color tests
• Dashboard first impressions test
• App Navigation concepts
• A/B check deposit test
• Account details concepts

Usability Testing

To further validate and evolve our design we conducted a usability test through usertesting.com

Audiences

• Comerica Customers
• Non Comerica Customers
• Students
• Small Business Owners

Tasks

1. Check Account Balance
2. Review Monthly Spending
3. Pay Bills
4. Configure a Savings Goal
5. Contact Customer Service
6. Deposit a Check

Prototype

Screens