Project Overview

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In 2008, the U.S  congress began an investigation into U.S financial institutions regarding the banking and service fee’s charged to customers. In response Bank of America approached Organic Inc to help craft an immersive, first person consumer experience that would educate and offer transparency around bank fee’s. What resulted was the award winning Fee’s and Processes micro site.

Project role: Experience strategy, user research, information architecture and interaction design.

Awards: Webby Award 2008

Advertising Agency: Organic Inc



 
 

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Explore

Experience Strategy: following two months of customer and team member interviews and research was a comprehensive experience framework that included persona’s, mental models, needs, opportunities and competitive analysis.

Imagine

Design Thinking: collaborative and co-creative workshops used the business, and customer research insights to ideate on and formulate the experience framework created around helping customers increase their financial literacy and knowledge around bank fee’s and processes.


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Create

User Flow and Wireframes: the final experience design offered the user a first person full screen video experience, as well as a hands on tools and resources to help customers inform and educate themselves.

Launch

Post launch: this highly promoted site received over 200K visits from customers to educate themselves about bank fee’s. Within Bank of America the micro site format with its first person, full screen video became the gold standard for customer engagements and campaigns. In addition Fee’s and Processes was awarded the Webby award in 2008.