Bank of America
For When
Life Happens!
Overview
I worked on a project with GroupeConnect to develop a gamified financial education platform aimed at Generation Z.
We created "Better Money Habits: Life Happens," a mobile app experience that allowed users to navigate financial decisions in a risk-free environment. The project included extensive demographic research to understand Gen Z's perspectives on traditional banking, guiding our design of interactive features and rewards. Through collaboration with stakeholders and iterative feedback, we produced an engaging educational tool that aimed to build trust and promote financial literacy among young consumers.
My Role
Associate Creative Designer – Conducted demographic research, developed wireframes, and designed marketing materials. Led creative efforts for a gamified financial learning app for Gen Z, collaborating with stakeholders and cross-functional teams.
Team
Jack Tyrie
Annie Muggia
Elizabeth Matsiko
Andrew Botkin
The Brief
Attract Gen-Z Customers To Bank of America
At the beginning of this internship, we were given a clear brief from the Chief Marketing Officer to design a digital solution to attract Gen-Z customers to Bank of America.
Research
Gen Z lacks confidence with personal finance.
Over the course of the summer, our team conducted thorough primary and secondary research. One thing that immediately stood out from our user surveys was that Gen-Z did not feel confident with their personal finances.
Key Data Points
40%
of Gen Z has never been offered a financial education course at school
78%
of recent graduates learn about finances from friends and social media.
23%
more gains in learning occur in simulation platforms over traditional learning
39%
of p-fin index questions answered correctly.
Market Analysis
Building Our Persona
Objective
Create a digital experience that appeals to Gen Z’s needs and motivates them to sign up for a Bank of America account by positioning BoA as a lifelong financial education partner.
Solution
Better Money Habits: Life Happens
An incentivized simulation journey that teaches consumers the fundamentals of financial education, giving them building blocks to create a secure financial future. Using the tool, Gen Z can practice financial literacy without the fear of monetary failure.
Design
Sitemap & Ideation
When entering the design phase of the project, we evaluated financial education tools from competitors and Bank of America. We created a sitemap of Bank of America's Better Money Habits program which we intended to build upon.
Wireframing
Following the ideation and sitemap development that the team produced, we developed various iterations of wireframes starting from low-fidelity to high-fidelity.
Campaign Activation
The last component of this experience was the campaign activation. We developed various social media mockups and out-of-home ads to be shown in financial centers. Our goal was to promote the Better Money Habits: Life Happens experience to our target audience.
Final Design
Delivering The Product
Following the research and design phases, we delivered the digital experience to clients. This included prototypes and wireframes of the financial education app as well as branding and marketing material to promote the experience.
The Result
Mission Accomplished!
In the final week of the internship, our team presented to a panel of Bank of America executives including Chief Marketing & Digital Officer David Tyrie and Executive Vice President of Marketing, Michele Barlow. We received extremely positive feedback and were able to pass on our work for future development!
