US Bank Mobile Experience
Last year, we launched a brand-new mobile experience for U.S. Bank, reaching over 350 beta users and benefiting more than 4,000 internal and external customers.
The project focused on leveraging emerging trends, addressing customer feedback, and adapting to evolving user behaviours. The result? A streamlined app that helps users save money, track expenses, and budget more effectively toward their financial goals.
Team
Led the project with the help of two visual designers and the guidance One Design Manager
Role
Responsible for research, conceptualisation, design and delivery of the final features
Duration
Aug 2023 - Nov 2023
Context
US Bank is a streamlined platform for easy fund access. With a shift to digital services, we were engaged to understand evolving user behaviours and empower customers to achieve all their financial goals in one place.
Problem
Consumers, in an era of financial uncertainty, are turning to digital tools for better control over their finances, prioritising goal-based savings, expense management, and seamless transactions.
However, the current U.S. Bank mobile app faces key issues such as a cluttered interface, limited goal-setting, weak expense tracking, and inconsistent experiences across devices, causing users to rely on external tools for effective financial management.
Context
US Bank is a streamlined platform for easy fund access. With a shift to digital services, we were engaged to understand evolving user behaviours and empower customers to achieve all their financial goals in one place.
Problem
Consumers, in an era of financial uncertainty, are turning to digital tools for better control over their finances, prioritising goal-based savings, expense management, and seamless transactions.
However, the current U.S. Bank mobile app faces key issues such as a cluttered interface, limited goal-setting, weak expense tracking, and inconsistent experiences across devices, causing users to rely on external tools for effective financial management.
Final Solution
Introducing the Redesigned U.S. Bank Mobile Application: A platform tailored to help customers manage their cash flow, transfer money securely, and make wise spending and saving decisions.
To create a more streamlined, intuitive experience, we reimagined the app’s architecture,
introducing a decluttered dashboardthat focuses entirely on personal financial goals.Key features such as
budget forecasting, goal-setting, and real-time spending visualisationwere made easily accessible, encouraging users to engage with the app more regularly and manage their finances in one place.
Final Solution
Introducing the Redesigned U.S. Bank Mobile Application: A platform tailored to help customers manage their cash flow, transfer money securely, and make wise spending and saving decisions.
To create a more streamlined, intuitive experience, we reimagined the app’s architecture,
introducing a decluttered dashboardthat focuses entirely on personal financial goals.Key features such as
budget forecasting, goal-setting, and real-time spending visualisationwere made easily accessible, encouraging users to engage with the app more regularly and manage their finances in one place.
Final Solution
Introducing the Redesigned U.S. Bank Mobile Application: A platform tailored to help customers manage their cash flow, transfer money securely, and make wise spending and saving decisions.
To create a more streamlined, intuitive experience, we reimagined the app’s architecture,
introducing a decluttered dashboardthat focuses entirely on personal financial goals.Key features such as
budget forecasting, goal-setting, and real-time spending visualisationwere made easily accessible, encouraging users to engage with the app more regularly and manage their finances in one place.
The Design and Research Process
My approach to user research for the U.S. Bank mobile app went beyond data collection— it was about building empathy and deeply understanding user behaviours and needs. I conducted market research, interviewed users, and analysed competitor offerings and current trends. Using thematic analysis, I categorised the insights into actionable buckets, which helped shape the product strategy.
These research-driven insights were then shared with the product team, where we collaboratively defined the final features and strategy. The process was iterative and creative, focusing on refining two or three major flows while adapting based on continuous feedback.
The initial inputs from our introductory call prompted us to conduct 20+ interviews with U.S. banking users via Usertesting.com. Our goal was to uncover existing issues, identify opportunities for improvement, and explore the latest trends in personal finance that help users save money.
The Design and Research Process
My approach to user research for the U.S. Bank mobile app went beyond data collection— it was about building empathy and deeply understanding user behaviours and needs. I conducted market research, interviewed users, and analysed competitor offerings and current trends. Using thematic analysis, I categorised the insights into actionable buckets, which helped shape the product strategy.
These research-driven insights were then shared with the product team, where we collaboratively defined the final features and strategy. The process was iterative and creative, focusing on refining two or three major flows while adapting based on continuous feedback.
The initial inputs from our introductory call prompted us to conduct 20+ interviews with U.S. banking users via Usertesting.com. Our goal was to uncover existing issues, identify opportunities for improvement, and explore the latest trends in personal finance that help users save money.
The Design and Research Process
My approach to user research for the U.S. Bank mobile app went beyond data collection— it was about building empathy and deeply understanding user behaviours and needs. I conducted market research, interviewed users, and analysed competitor offerings and current trends. Using thematic analysis, I categorised the insights into actionable buckets, which helped shape the product strategy.
These research-driven insights were then shared with the product team, where we collaboratively defined the final features and strategy. The process was iterative and creative, focusing on refining two or three major flows while adapting based on continuous feedback.
The initial inputs from our introductory call prompted us to conduct 20+ interviews with U.S. banking users via Usertesting.com. Our goal was to uncover existing issues, identify opportunities for improvement, and explore the latest trends in personal finance that help users save money.
From the user verbatim statements
“We often let users try out the ’Set goals’ feature, although they eventually end up asking us to help them get introduced to the application”
- Relationship manager, US Bank on how users set up goals and budgets
“We often let users try out the ’Set goals’ feature, although they eventually end up asking us to help them get introduced to the application”
- Relationship manager, US Bank on how users set up goals and budgets
“I can only track my weekly and monthly spendings” - US Bank customer on tracking their spends."
- US Bank customer on tracking their spends
“I can only track my weekly and monthly spendings” - US Bank customer on tracking their spends."
- US Bank customer on tracking their spends
“There is no expense tracker that is fuss-free and does the job with minimal interference. I want to be able to have budgeting options to plan my spending for a week, month, or more. It should allow me to set custom limits, track my progress, and provide clear insights on where my money is going, all without overwhelming me with unnecessary features.”
- US Bank customer on tracking their spends
“There is no expense tracker that is fuss-free and does the job with minimal interference. I want to be able to have budgeting options to plan my spending for a week, month, or more. It should allow me to set custom limits, track my progress, and provide clear insights on where my money is going, all without overwhelming me with unnecessary features.”
- US Bank customer on tracking their spends
Gathered insights based on research:
150%
rise in budgeting app use shows demand for tracking tools
70%
of users want integration with banks and visual insights.
45%
switch apps due to limited spend categorisation.
30%
of apps use AI for insights and personalised budgeting.
Proposed features
How might we solve these challenges and requirements?
We can solve these challenges by using AI to automate expense tracking, provide real-time visual insights, and deliver personalised financial advice, enhancing both management and engagement.
What are the core concepts used in this journey?
What are the core concepts used
in this journey?
Visualisation
+
Automation
Automation
+
Personalisation
=
Empower users financially
Key Insights from the previous designs
Fragmented Workflows
The existing mobile app breaks up users' workflows with too many touch points, causing friction and slowing down their progress.
Fragmented Workflows
The existing mobile app breaks up users' workflows with too many touch points, causing friction and slowing down their progress.
Fragmented Workflows
The existing mobile app breaks up users' workflows with too many touch points, causing friction and slowing down their progress.
Lack of Spending Visualisation
Users are seeking external tools for missing features like spend analysis, goal-setting, and budgeting. As a result, most budgeting and spend tracking happens outside the app.
Lack of Spending Visualisation
Users are seeking external tools for missing features like spend analysis, goal-setting, and budgeting. As a result, most budgeting and spend tracking happens outside the app.
Lack of Spending Visualisation
Users are seeking external tools for missing features like spend analysis, goal-setting, and budgeting. As a result, most budgeting and spend tracking happens outside the app.
Unclear Navigation
While users share common workflows and needs, they navigate differently. The current app’s navigation isn’t intuitive, with important features like ‘creating financial goals’ and ‘spend analysers’ buried in secondary pages.
Unclear Navigation
While users share common workflows and needs, they navigate differently. The current app’s navigation isn’t intuitive, with important features like ‘creating financial goals’ and ‘spend analysers’ buried in secondary pages.
Unclear Navigation
While users share common workflows and needs, they navigate differently. The current app’s navigation isn’t intuitive, with important features like ‘creating financial goals’ and ‘spend analysers’ buried in secondary pages.
Take a look at the process, not just the product
Take a look at the process, not just the product
Take a look at the process, not just the product
Unlocking Growth Potential
A better user experience means more customers for U.S. Bank. As customers seek to fullfill their financial aspirations and make transactions online, their satisfaction leads to referrals, attracting new clients and reinforcing U.S. Bank's reputation for seamless banking.
Establishing Core Design Values
I gathered the team together in a remote workshop to create design principles for the mobile experience, as the new journey, goals and functionality would be changing significantly since its inception. It was time to put a stake in the ground and define what we wanted this experience to be.
We landed on principles I'm quite proud of:
Unlocking Growth Potential
A better user experience means more customers for U.S. Bank. As customers seek to fullfill their financial aspirations and make transactions online, their satisfaction leads to referrals, attracting new clients and reinforcing U.S. Bank's reputation for seamless banking.
Establishing Core Design Values
I gathered the team together in a remote workshop to create design principles for the mobile experience, as the new journey, goals and functionality would be changing significantly since its inception. It was time to put a stake in the ground and define what we wanted this experience to be.
We landed on principles I'm quite proud of:
Empower to save
Provide users with opportunities to save money and achieve their financial goals
Empower to save
Provide users with opportunities to save money and achieve their financial goals
Empower to save
Provide users with opportunities to save money and achieve their financial goals
Intentionally guide
Let users do their thing, but guide where we differ from other banks
Intentionally guide
Let users do their thing, but guide where we differ from other banks
Intentionally guide
Let users do their thing, but guide where we differ from other banks
No dead ends
Give users all the information and access they need to finish their goals as quickly and efficiently as possible
No dead ends
Give users all the information and access they need to finish their goals as quickly and efficiently as possible
No dead ends
Give users all the information and access they need to finish their goals as quickly and efficiently as possible
Prioritizing features for an efficient and user - centric experience
To prioritise the features that would create the most value in the shortest amount of time, I collaborated with the Product Manager, engineering team, and the client to strategise a plan for this release. We ultimately decided to tackle three workflows that enable wise spending and began conceptualising them: Decluttered Dashboard, Budgeting, and Smart Spend Analysis
Prioritizing features for an efficient and user - centric experience
To prioritise the features that would create the most value in the shortest amount of time, I collaborated with the Product Manager, engineering team, and the client to strategise a plan for this release. We ultimately decided to tackle three workflows that enable wise spending and began conceptualising them: Decluttered Dashboard, Budgeting, and Smart Spend Analysis
Final Design 1: Reimagining dashboard
The redesigned goals screen focuses on delivering a more intuitive user experience by consolidating all actions onto a single page, providing clearer insights, and simplifying the overall savings process. This decision enhances usability, allowing users to track and manage their financial goals effortlessly, making saving easier and more efficient.
Final Design 1: Reimagining dashboard
The redesigned goals screen focuses on delivering a more intuitive user experience by consolidating all actions onto a single page, providing clearer insights, and simplifying the overall savings process. This decision enhances usability, allowing users to track and manage their financial goals effortlessly, making saving easier and more efficient.
Final Design 2: AI leveraged Personalised insightful banking with Budget forecasting
The updated US Bank app integrates AI to analyse user spending patterns, offering personalised budget forecasting and real-time adjustments. This design decision allows users to not only forecast future expenses but also receive recommendations to reallocate funds when their spending habits change—like consistently underspending in one category and overspending in another—making financial management more intuitive and responsive.
Final Design 2: AI leveraged Personalised insightful banking with Budget forecasting
The updated US Bank app integrates AI to analyse user spending patterns, offering personalised budget forecasting and real-time adjustments. This design decision allows users to not only forecast future expenses but also receive recommendations to reallocate funds when their spending habits change—like consistently underspending in one category and overspending in another—making financial management more intuitive and responsive.
Final Design 3: Smart and personalised savings
The new journey now lets users transfer leftover savings from their monthly budget and round off spare change from transactions directly to personal financial goals. These features help users make the most of unspent funds and small amounts of spare change, turning them into meaningful progress towards achieving their financial targets.
Final Design 3: Smart and personalised savings
The new journey now lets users transfer leftover savings from their monthly budget and round off spare change from transactions directly to personal financial goals. These features help users make the most of unspent funds and small amounts of spare change, turning them into meaningful progress towards achieving their financial targets.
MORE PROJECTS
