an engaging social experience
Client - Bank of America
Role - Sr Visual Designer
Project Timeline - 2017/2018
Project Status - Launched
Project Overview
My Role: Sr Visual Designer/Design Lead
Key Stakeholder:
Bank of America
Core Project Team:
Project Manager
Creative Director
UX Designer
Copywriter
Tech Lead
Front-End Developer
Business Analyst
Business Case
Bank of America wanted provide targeted customers with an engaging social experience that educates and guides them towards the right financial products. The goal being to attract, connect and educate customers about the right products and services unique to them through the use of engaging content and popular, fun methods.
What I did
As design lead I provided creative direction, developed the visual theme, and character illustrations for various social media outlets.
Target audience
Young adults 18 - 25
New to finance, gaining independence, student loans, first jobs
Early career 25 - 35
Marriage, home ownership, paying off debt are priority
Mid career 35 - 45
Brand loyalty developed, financial advice sought after
Near retirement 45+
Withdraw funds from retirement, concerned about healthcare costs
how did we get here?
A 2016 study revealed that 77% of adults make posts on social media platforms with 30% of these posts categorized under humor, including Quizzes, Memes, and Videos.
Another study in 2017 revealed that 46% of respondents consulted their horoscope more than once a week, with 82% consulting at several times a month.
The 'so what' is that content can not only be relatable, but can also carry humorous touch. There is also relevancy in quizzes that offer a form of self-classification and further understanding of personal identity. These quizzes have the power to captivate people's minds through characteristic associations and fantastical appeal
Spirit animals
For this project four different animals were chosen as persona representations aligned to a user’s financial behavior: hippo, penguin, otter and fox. Alongside these animals, four elements where chosen to help create various combinations of the personas: wind, fire, earth, and water. The end result is a 4x4 system wherein each animal can be paired with an element therefore producing sixteen unique and whimsical personas. One could end up with a wind hippo, water fox or a fire penguin as their spirit animal.
Working together with a UX designer and copywriter, a financial literacy quiz was created to guide users through a series of questions about their habits. In the end, their answers would be used to determine the kind of spirit animal they would get.
