Bank of America
Bank of America
2025 | User flows, Journey Mapping, Competitive Analysis, Prototyping
2025 | User flows, Journey Mapping, Competitive Analysis, Prototyping
2025 | User flows, Journey Mapping, Competitive Analysis, Prototyping
My Role:
My Role:
UX Designer – Prototyping, Wireframing, Branding, Visual Design
UX Designer – Prototyping, Wireframing, Branding, Visual Design
Timeline:
Timeline:
4 weeks
4 weeks
Tools Used:
Tools Used:
Figma, FigJam Miro, Optimal Workshop
Figma, FigJam Miro, Optimal Workshop
Overview
Overview
As a long-time user of the Bank of America app, sending money through Zelle is something I do often. But one day, a simple transfer made me pause—it took 57 seconds, nearly 10 taps, and multiple repetitive screens just to send cash to a friend.
This experience made me wonder: why does a core banking action feel heavier than digital wallet apps like Venmo, even though both draw from the same bank account?
With this thought, I redesigned the entire send-cash journey—streamlining screens, clarifying intent, and removing unnecessary steps. As a result, the flow now completes in 25 seconds with just 5–6 taps, leading to a 56% faster and 40% shorter experience.
This project became more than a UI clean-up—it was about restoring trust and building a smooth, modern flow that keeps users within the banking ecosystem.
As a long-time user of the Bank of America app, sending money through Zelle is something I do often. But one day, a simple transfer made me pause—it took 57 seconds, nearly 10 taps, and multiple repetitive screens just to send cash to a friend.
This experience made me wonder: why does a core banking action feel heavier than digital wallet apps like Venmo, even though both draw from the same bank account?
With this thought, I redesigned the entire send-cash journey—streamlining screens, clarifying intent, and removing unnecessary steps. As a result, the flow now completes in 25 seconds with just 5–6 taps, leading to a 56% faster and 40% shorter experience.
This project became more than a UI clean-up—it was about restoring trust and building a smooth, modern flow that keeps users within the banking ecosystem.
The Impact
The Impact
56%
35%
Faster cash-send completion time
Faster cash-send completion time
Reduced the time it takes to complete a transfer from nearly a minute to just 25 seconds.
Reduced the time it takes to complete a transfer from nearly a minute to just 25 seconds.
40%
35%
Reduction in total steps required
Reduction in total steps required
Cut the overall transfer duration in half, making the experience noticeably quicker and smoother.
Cut the overall transfer duration in half, making the experience noticeably quicker and smoother.
2x
35%
Improvement in task efficiency
Improvement in task efficiency
Made the experience significantly faster, removing delays and unnecessary steps.
Made the experience significantly faster, removing delays and unnecessary steps.
User's Challenges
User's Challenges
What challenges are users experiencing here??
What challenges are users experiencing here??
The Problem
The Problem
The Gap in the Current Experience
The Gap in the Current Experience
The current Zelle send-money flow in the Bank of America app is slow, repetitive, and requires too many steps, causing users to hesitate, recheck details, and feel frustrated compared to faster apps like Venmo. This friction makes a simple transfer feel unnecessarily heavy.
The challenge is to streamline the send-cash experience by removing redundant steps, clarifying intent early, and creating a faster, more predictable flow that aligns with users’ expectations of speed, ease, and trust.
The current Zelle send-money flow in the Bank of America app is slow, repetitive, and requires too many steps, causing users to hesitate, recheck details, and feel frustrated compared to faster apps like Venmo. This friction makes a simple transfer feel unnecessarily heavy.
The challenge is to streamline the send-cash experience by removing redundant steps, clarifying intent early, and creating a faster, more predictable flow that aligns with users’ expectations of speed, ease, and trust.
How might we create a faster, clearer, and more seamless send-money experience that reduces effort and builds user confidence?
How might we create a faster, clearer, and more seamless send-money experience that reduces effort and builds user confidence?
Mapping the user journey
Mapping the user journey
Let's Map What Users Do—and Where They Struggle
Let's Map What Users Do—and Where They Struggle
This diagram shows the full journey—from opening the Bank of America app to completing a successful Zelle payment. The dashed sections highlight where users face the most friction: multiple screens, redundant steps, and moments that cause them to pause and question what’s different. These friction points define the core scope of this redesign project.
This diagram shows the full journey—from opening the Bank of America app to completing a successful Zelle payment. The dashed sections highlight where users face the most friction: multiple screens, redundant steps, and moments that cause them to pause and question what’s different. These friction points define the core scope of this redesign project.
Old vs. New
Old vs. New
Let's see what changed in the current experience
Let's see what changed in the current experience
Final Designs
Final Designs
The before vs. after cash transfer flow
The before vs. after cash transfer flow
Before
After
Retrospective
Retrospective
Reflecting on the journey: Key Insights and Takeaways
Reflecting on the journey: Key Insights and Takeaways
Micro-frictions Matter
Micro-frictions Matter
Even small pauses, repeated actions, or unclear steps can significantly affect user trust and perceived speed.
Even small pauses, repeated actions, or unclear steps can significantly affect user trust and perceived speed.
Clarity Reduces Cognitive Load
Clarity Reduces Cognitive Load
Improving a flow isn't just about fewer steps—it's about guiding users with clear intent and reducing the mental effort required.
Improving a flow isn't just about fewer steps—it's about guiding users with clear intent and reducing the mental effort required.
Benchmarking Elevates Design
Benchmarking Elevates Design
Comparing the experience with faster apps like Venmo reveals gaps in expectations and inspires more intuitive design decisions.
Comparing the experience with faster apps like Venmo reveals gaps in expectations and inspires more intuitive design decisions.
