U.S. Bank
Financial Wellness with Predictive AI
Services: Strategy, Research, Design
-AI Creative Director
-Mobile application vision and redesign
The challenge
U.S. Bank, ranked 7th amongst holding companies of banks in the U.S., was celebrated as one of the best by Kiplinger in 2017. With over 3,000 banking offices across 25 states, U.S. Bank demonstrated its commitment to exceptional customer service. According to the J.D. Power 2017 U.S. Retail Banking Satisfaction Study, overall retail bank satisfaction was significantly higher among customers who had visited a branch.
Recognizing the evolving needs of consumers, U.S. Bank proactively pivoted to cater to the burgeoning mobile consumer market. By doing so, the bank aimed to personalize the banking experience while reducing operational costs, with the goal of making the application central to their lives.
The challenge lay in transforming the mobile experience with the collaboration of 14 scrum teams and an emerging technology, AI, that brought unknown risks to our solutions.
I focused on
-translating predictive AI into consumer value
-research and psychology of consumer financial behavior
-operational optimization
I partnered with our product manager and Personetics analysts to derive actionable data that would empower consumers’ financial management. This analysis, the point of view I authored on budgeting and the psychology of gaming engagement, and consumer co-creation sessions were instrumental to our understanding of how to shape an anticipatory experience that resonated deeply with consumer needs and preferences. Through this insights led approach, we launched a mobile banking experience that took the lead in the banking industry while decreasing call center and branch traffic.
Highlights
95%
Customer interactions influenced by AI-driven insights
50%
Reduction in design delivery costs for my team
#2
Ranking in banks, up from #7 after new mobile application launch
2 Billion+
Personalized AI insights delivered within first few months of launch
Mobile App Redesign
Racing to transform in 1 year
As the Creative Director for the AI design team, I spearheaded the execution of a new experience with emerging technology, despite limited resources. One of my primary objectives was to increase our team's velocity to meet aggressive timelines within the evolving field of AI design. Collaborating closely with our scrum master and team, I facilitated the transition from a waterfall delivery methodology to an agile delivery of working prototypes and solutions. This strategic shift enabled us to consistently meet and exceed deadlines. Additionally, the time saved allowed us to dedicate more effort toward creative innovation, ultimately enhancing the user experience.
