157 million user-friendly page views per month

(at the time the most trafficked financial homepage in the world)

Project: Improve Bank of America Home Pages (the most trafficed financial organization home pages in the world) to increase user delight and sales; Main focus Personal and Small Business
Position: Senior Consultant (Full time, In-house)
Year: 2006
Note: In 2011-12 the homepages were redesigned. This design lasted for five years, from 2006 which is a testament to its enduring design.

When it came to redesigning the most trafficked financial homepage in the world, Bank of America turned to AKgold.

Services:

› Consulting
› Strategy
› Competitive Analysis
› Project & Delivery Management
› Partnership with User-Centered Design Team

Opportunity

In 2006 bankofamerica.com received the most traffic of any financial organization in the world. comScore Media Metrix ranked bankofamerica.com number 25 of all sites (July, 2006) with over 23.5 million unique visitors per month. Internal Bank of America data suggested this number was closer to 30 million unique visitors per month. The Home Page received about 157 Million Page Views per month. Of its annual revenue of over 80 billion dollars a year, bankofamerica.com was the most successful of its seven profit centers.

When Bank of America needed help managing the Home Page Redesign it turned to AKGold. Andrew Gold had successfully completed a major project for Bank of America in 2002 serving as the Creative Director in eCommerce. With such a high-profile project, Bank of America turned to a trusted and valued resource.

Solution

Bank of America wanted someone with vision and experience to get results. Thanks to Andrew’s role as the Lead Redesign Consultant, millions of Bank of America customers and prospective customers enjoyed delightful experiences when visiting bankofamerica.com.

Results

Tens of millions of customers experienced home pages that were more:

User Friendly—The sum of all the changes improved the user experience.
Intelligent—They intelligently present different users with different options.
Consistent—We reduced the amount of different links.
Focused—We reduced extraneous wording.
Engaging—We added visual appeal to synch with the Bank of America logo.
Optimized—We improved the Natural Search Optimization of the pages.

Testimonial

The Details

Manage the Team & Process
The Home Page Redesign was one of the Bank’s major initiatives for 2006. Andrew worked closely with each team member to clarify the process, team vision, and the most effective way to accomplish the goals. Having previous working relationships with the Bank of America eCommerce team helped the process flow smoothly.
Nail Down the Process
Andrew created and presented a key document that contained Voice of Customer data, Opportunities, Timeline, Team, Extended Team, Change Map, Project Scope, Multi-Generation Plan, User Profiles and more. It aligned LOB goals with customer traffic.
Detailed Data Analysis
When Andrew started the project, there was only minimal data behind previous changes to the Home Pages. Andrew greatly improved the analytical patterns and also worked with the MIS and AIS team to build more powerful data models of the user behaviors.
Connect with Tech
To hit a bulls aim you have to know where to aim. In order to cover all bases, Andrew engaged two technology teams: the Cold Fusion 5 team and the NGEN J2EE team. Bank of America was in the process of converting its Cold Fusion 5 Home Pages into the secure, Java-based J2EE platform and this required working concurrently with two tech teams for the improvements.

Endorsements

“A huge thank you to Andrew for keeping this team on task and keeping us focused. Excellent leadership!”

— Merri White, eCommerce Marketing Lead, Small Business

“Thanks to Andrew’s leadership we were able to execute this project in record time! Andrew kept the team focused; organized; all the while maintaining a positive can-do attitude when accommodating some of our last minute adjustments!”

— Sophia Tolsma, eCommerce Small Business Team

Summary

› Consulted with Bank of America as Lead Home Page Redesign Consultant within the eCommerce Team in San Francisco
› Successfully improved the Personal & Small Business Home Pages helping Bank of America keep its strategic lead as leading online bank in America
› Captured mind share throughout the organization with the Home Page 3 Generation Project Plan
› Coordinated and directed all aspects of the project with cross-functional teams
› Worked with Usability, Accessibility, Analytics and Technology to deliver compliant and effective improvements
› Helped the most profitable financial institution in the world in 2006 stay ahead of the competition

157 million user-friendly page views per month

(at the time the most trafficked financial homepage in the world)

When it came to redesigning the most trafficked financial homepage in the world, Bank of America turned to AKgold.

Opportunity

Solution

Results

The Details

Manage the Team & Process

Nail Down the Process

Detailed Data Analysis

Connect with Tech

Endorsements

Summary

Contact Gold Digital

Why Gold Digital?

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