7 Life Priorities
Bank of America
The Problem
Create a more robust experience that incorporates more content from the Life Priorities framework in a seamless flow.
Simplify the widget questions with simple choices and personalize the results to give the user more useful content. Also create a system to continue collecting more information from the user on return visits to further personalize and update the results.
The Solution
XD Lead
Concepting
Art Direction
Design
Prototyping
My Role
The Original Experience
The initial user experience was akin to completing a form and ticking off boxes to access personalized content, which placed a significant burden on the user. Additionally, the design appeared outdated and required modernization.
Rethinking The Questions
Our aim was to alleviate the overwhelming sense of choice paralysis that the initial version imposed on the user. To achieve this, we streamlined the questioning process into seven straightforward multiple-choice questions that could be quickly narrowed down to yield personalized content.
Personalized Results
Our objective was to provide the user with content that would be more relevant and useful to them. By analyzing the responses to the questions, we aimed to not only identify the most suitable content but also determine a recommended sequence for consumption. Moreover, we sought to enhance the user experience by offering additional simple questions that could refine the results and present new content.
Provide Value
One of the biggest things lacking from the experience was an entry point that explained what the 7 Life Priorities are. So the fix for that was simple, a landing page to lay out the program and benefits, with the main goal of getting the user into the flow.
