Revolutionizing the Flagscape Experience: A UX Journey
Led a transformative redesign of Bank of America's internal Flagscape Mobile app. Partnered to reimagine the homepage and introduce innovative features, boosting productivity for thousands of employees. Demonstrated expertise in solving complex UX challenges in high-stakes corporate settings, delivering intuitive and impactful solutions.
Project Overview
In early 2021, Bank of America's UX team was tasked with evolving the internal Flagscape mobile app from a basic information tool into a comprehensive employee resource. As a key UX designer on this project, I led efforts to identify user needs, design new features, and significantly improve app engagement.
Initial Challenges
Limited functionality focused primarily on COVID-19 testing information
Low user engagement and adoption rates
Untapped potential to serve broader employee needs
Project Objectives
Identify and implement high-value features based on employee needs
Increase app downloads and regular usage
Improve access to key information and resources
Establish a foundation for future app development
Methodology
Our team adopted a user-centered design approach over a four-month period:
1. User Research
Conducted cross-departmental surveys
Facilitated virtual focus groups
Analyzed help desk tickets for recurring themes
2. Feature Design and Development
Created an employee directory with contact information
Developed a team member lookup function
Designed a comprehensive FAQ database
3. Iterative Testing
Performed prototype testing via InVision
Conducted usability studies through WebEx
Gathered quantitative feedback using UserZoom
Results and Impact
The redesigned Flagscape app launched with significant improvements:
Key Learnings
User-centric design is crucial for addressing actual employee needs
Focused feature development builds trust and enthusiasm for future iterations
Cross-functional collaboration is essential for successful app transformation
Future Directions
The redesigned Flagscape app now serves as a central hub for Bank of America's workforce. This project has laid the groundwork for future enhancements, potentially including AI-assisted features and personalized workflow tools.
Professional Impact
This project provided valuable experience in:
Conducting comprehensive user research in a corporate environment
Designing solutions for a diverse workforce
Navigating the complexities of enterprise app development
Collaborating across multiple teams to achieve project goals
Conclusion
The Flagscape redesign demonstrates my ability to transform complex user needs into intuitive, impactful digital solutions within a large corporate setting.