Bank of America Mobile banking app adoption
Believe it or not, many customers still go to their local banking branch for basic tasks such as depositing checks and making money transfers.
Increase adoption of Bank of America’s Mobile Banking App
Objective:with customers who still go to their local banking branch for basic tasks such as depositing checks and making money transfers.
SolutionAn interactive learning wall experience
Bank of America’s interactive ‘Learning Wall’ offered a perfect opportunity to educate on-premise customers on how much time the app could save for more important moments in their lives…while they waited at the bank.
Engage + Interact Questions
The dial allows customers to track their monthly activity completion frequency. Iconography illustrates each question's theme.
Based on customer responses, the ideal use case for mobile app banking functionality is developed, along with the potential amount of time saved.
Non-app user message
The transition between the Interact and Connect screens estimates how much time the non-app'd might save by using the Mobile Banking app.
App expert message
If a customer answers ‘0’ for all three activities, they receive a congratulatory message in place of the ‘time saved’ message.
Tutorial Screens
RESULTS + Learnings†57%
of customers who started the experience completed it
said they would save time by using the mobile app
82%
per month could be saved on average
1 hr
of customers who completed the experience continued to engage with other tutorials
55%
Results are reflective of a user testing study of 21 screens across 10 centers. Analytics were collected on usage for a month and compared to past activity and center traffic.
† of those who completed the experience
Agency Team
Creative Director:
Kevin Flores
Senior Art Director:
Ariel Li
UX Architect:
Ben Swink
Copywriter:
Aprill Jones
Researcher:
Michael Benning
Engineers:
Kevin Vaughan
Ryan Murphy
Account Director:
Les Morelock
Account Manager:
Ross Cooper
Client:
Lea Moon
Senior Vice President
Financial Center Marketing, Innovation and Emerging Experiences