Bank of America
website redesign
A consumer bank is judged on how quickly someone can finish a task. This concept keeps the brand's navy, red and white — and the proportions between them — while cutting the number of decisions on every screen.
The site carries an enormous product range — checking, savings, cards, mortgages, auto, small business, investing — plus education, security and branch services. Everything a customer needs is present. Finding it takes too many steps.
This concept reorganises the homepage around the four things people actually arrive to do, gives every product page the same comparison structure, and keeps the brand's colour ratio intact rather than flooding the page with navy.
The proportions are the brand
Navy and red are recognisable because they are rationed. The concept holds the same balance on every screen: white does the work, navy structures it, red appears only on the single most important action.
Four tasks, then the product range
The hero asks one question and offers one action. Below it, the four common tasks, then products grouped as they are in the customer's head, then education and branch services.
A comparison, not a pitch
Anyone on this page is choosing between three accounts. The table gives them the monthly fee, the minimum, and the ways to waive it — in one view, at body size.
Filter first, then read
Card pages fail when they show everything at once. This one puts the filter above the list and states the two terms people actually compare.
Sign in is the first thing
Most mobile visits are existing customers checking a balance. Sign in sits at the top, the four tasks follow, and every row clears 44px.
Thank you for looking
Feedback and appreciation are welcome. Available for banking, fintech and financial-sector web projects.