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Overview

If Time is Money, Bank of America Users Are Paying a Tax Every Day.

Bank of America’s digital friction charges users a 'hidden tax' of time and stress.

This case study details a strategic redesign aimed at eliminating this usability debt. Through rigorous user research and IA validation, we architected a new system centered on clarity. Our key finding, 'The Less & More,' reveals that financial confidence isn't achieved by minimalism, but by strategically matching information density to the user's specific intent.

Bank of America’s digital friction charges users a 'hidden tax' of time and stress.

This case study details a strategic redesign aimed at eliminating this usability debt. Through rigorous user research and IA validation, we architected a new system centered on clarity. Our key finding, 'The Less & More,' reveals that financial confidence isn't achieved by minimalism, but by strategically matching information density to the user's specific intent.

Why

Bank of America is a leading financial institution in the US and records over 26 billion digital interactions each year, yet nearly 20% of these interactions suffer from usability and design issues in the user experience.

Challenge

Information discovery and visual delivery on the Bank of America website fail to support users’ common tasks.

Hence, differences between customers’ understanding of financial terminology and bankers’ terminology create friction in the system.

Solution

By reframing the information hierarchy to align with users’ mental models and using a grid layout to support visual understanding and dynamic task content, users can navigate more easily and feel more confident throughout their everyday banking journey.

Duration

Aug 2025 - Dec 2025

Disciplines

User Experience Design
User Interface Design
Gamification Design
Interaction Design
Motion Design

My Role

UX Researcher
UX Designer

Teammate

Christina Lu

Advisor

Prof. Rahaf Alharbi

Associated with

Master of Science
Department of Information Experience Design (IXD)
at Partt Institute

Methods

Literature Review
User Interview
Persona
Card Sorting
Tree Testing
Usability Test
Prototype

Tools

Adobe Creative Suite
Figma

YUNGWEI's Role

UX Researcher, UX & UI Designer

(Designed the AAA)

Teammate

Christina Lu

(Designed the AAA)

Duration

Aug 2025 - Dec 2025

Methods & Tool

Literature Review, User Interview, Persona, Card Sorting, Tree Testing, Usability Test, Prototype, Figma

Advisor

Prof. Rahaf Alharbi

Associated with

Information Architecture
Master of Science Program

Department of Information Experience Design (IXD) at Pratt Institute

Background & Why

The Hidden Tax: Why 26 Billion Interactions Mean 1/5 of Users Fail.

Bank of America’s influential market position and inclusive policies open the crucial door to the US financial system for diverse people. However, this massive scale also amplifies the problem when the underlying digital experience creates friction.


Our project recognized that a lack of usability acts as a 'hidden tax' on users, directly undermining the positive impact of BofA's inclusive banking philosophy.

Market Leadership of BofA

Market Leadership of BofA

BofA holds a top spot in the US financial industry. With its inclusive policies, establishes it as a vital gateway to the financial system for first-time users and immigrants.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Digital Impact through BofA

Digital Impact through BofA

While BofA recorded an enormous 26 billion digital interactions in 2024, nearly 20% of users cite usability issues, confirming that this mass scale creates a significant design debt.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Design Value & Goals

From Chaos to Confidence: The 3-E for a Better Digital Experience.

The core problem defined our solution mandate: to move the user experience from confusion to confidence by focusing on three non-negotiable design goals.

The core problem defined our solution mandate: to move the user experience from confusion to confidence by focusing on three non-negotiable design goals.

Easy Come

Easy Come

Ensures users can easily find and understand information (Clarity & Discovery), essential for financial beginners.

Easy Go

Easy Go

The tasks must be smooth and intuitive to complete (Uasbility & Delivery), minimizing cognitive load during high-stress moments.

Easy Feel

Easy Feel

Users from all financial backgrounds and literacy levels can feel supported (Inclusive & Competent), making the platform genuinely welcoming.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Design Scope

AAA

AAA

AAA

AAA

AAAA

AAAA

AAAA

The Who

Digital Fluency ≠ Financial Fluency: Defining the Needs of the Web-First User.

Digital Fluency ≠ Financial Fluency: Defining the Needs of the Web-First User.

Our primary user group centered on the young, digital-first generation, spanning both savvy web-first banking customers and critical segments like financial beginners and international immigrants.

Our primary user group centered on the young, digital-first generation, spanning both savvy web-first banking customers and critical segments like financial beginners and international immigrants.

Digital-first Generation

Digital-first Generation

The key insight here is that digital fluency does not equate to banking fluency, underscoring the universal need for a confident guide in financial navigation.

Savvy Investor

Sam (27yr)

International Worker

I have several different accounts with Bank of America, so managing my finances has become a critical task for me.

I often feel confused when checking my credit card reward details and I easily forget my bill due dates.

When I make a payment mistake, the process of disputing a transaction is frustrating and stressful.

Banking Beginner

Banking Beginner

Wendy (20yr)

Wendy (20yr)

International Student

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Bank of America is my first bank. I use my savings account to receive the money my parents send me from abroad, and I use the automatic settings on my checking account to pay my rent and tuition.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

As a college student, I only have debit cards right now. I am planning to get a credit card after graduation, but the application process does not seem clear to me.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Our design decision focused on creating a system that eliminates ambiguity for all users, ensuring the platform fosters seamless onboarding and transparent financial control.

Current State

User Flow of the Original YouBike App

The YouBike app consolidates all features within a left-side hamburger menu, while bike station details appear from the bottom when map markers are selected. The main feature, the map, is overloaded with excessive and distracting information, making it difficult to locate stations easily.

The YouBike app consolidates all features within a left-side hamburger menu, while bike station details appear from the bottom when map markers are selected. The main feature, the map, is overloaded with excessive and distracting information, making it difficult to locate stations easily.

The user flows for the YouBike 1.0 and 2.0 apps are similar, and with the launch of YouBike 2.0, the 1.0 version is being phased out in 2023. Future services will focus on YouBike 2.0, so our user flow analysis primarily uses the 2.0 app for examples and illustrations.

The user flows for the YouBike 1.0 and 2.0 apps are similar, and with the launch of YouBike 2.0, the 1.0 version is being phased out in 2023. Future services will focus on YouBike 2.0, so our user flow analysis primarily uses the 2.0 app for examples and illustrations.

The app’s functionality feels cluttered, with too many options crammed into one menu and a lack of user-centered organization. Moreover, the inconsistent interface design, often redirecting users to external websites, creates a confusing and user-unfriendly experience.

The app’s functionality feels cluttered, with too many options crammed into one menu and a lack of user-centered organization. Moreover, the inconsistent interface design, often redirecting users to external websites, creates a confusing and user-unfriendly experience.

Problems & Solutions

The Clutter-Confusion-Error Trap: Unpacking the Triple Threat of the Legacy System.

The Clutter-Confusion-Error Trap: Unpacking the Triple Threat of the Legacy System.

Our user research revealed that the legacy interface and content actively work against users. We identified four key problems and propose the following solutions to create meaningful design impact:

Our user research revealed that the legacy interface and content actively work against users. We identified four key problems and propose the following solutions to create meaningful design impact:

Problems

Problems

The Needs of Dynamic Flow

The Needs of Dynamic Flow

High-stress tasks like disputing charges or setting up auto-pay feel "unstable" because steps are rigid and unclear. Users often hit dead ends, losing track of progress when they need control most.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Solutions

Solutions

Eliminating the Dead-Ends in Critical Workflows.

Eliminating the Dead-Ends in Critical Workflows.

The solution is a visible, dynamic flow that guides users step-by-step, ensuring they always know where they stand. Also provide various entry points for start their task.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Problems

Problems

The Need for Feature Consolidation

The Need for Feature Consolidation

Users face disjointed experiences when switching between tasks, such as opening a new account vs. managing an existing one. Currently, these feel like separate ecosystems, forcing users to relearn interfaces constantly.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Solutions

Solutions

Unifying Fragmented Tools into a Consistent Experience

Unifying Fragmented Tools into a Consistent Experience

We identified the need to consolidate these tools into a unified framework, by providing similar layout, standardizing requirements and steps across all banking products.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Problems

Problems

The Need for Strategic Splitting

The Need for Strategic Splitting

A major pain point was the "cluttered UI and upsell content" distracting users from their goals. Users explicitly preferred "simpler, focused experiences" over having ads mixed with their financial data.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Solutions

Solutions

Divorcing Marketing Clutter from User Action.

Divorcing Marketing Clutter from User Action.

The critical need is to split the interface: mentally and visually separating the bank’s marketing agenda from the user’s utility workspace.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Problems

Problems

The Need for Contextual Links

The Need for Contextual Links

Onboarding research revealed users are often blindsided by document requirements (e.g., Tax ID, Proof of Identity) after starting an application. Showing the financial knowledge gaps between information and action.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Solutions

Solutions

Bridging the Gap Between Information and Action.

Bridging the Gap Between Information and Action.

To prevent drop-off, we need contextual links, like a "Requirements Checklist", surfaced before and during the "Launch" step, rather than hidden in a separate FAQ.

The VR games should be in the sports or arcade category, consistent with The Climb 2.

Case Study

Competitive Analysis: Learning from others

We analyzed seven competitors in the vehicle-sharing industry, including one that offers a two-sided delivery service (Lalamove), while the remaining six focus on shared transportation. These competitors include ride-sharing (Uber, 55688 Taiwan Taxi), car-sharing (iRent), scooter-sharing (WeMo, Goshare, iRent), and bike-sharing (MOOVO).

We analyzed seven competitors in the vehicle-sharing industry, including one that offers a two-sided delivery service (Lalamove), while the remaining six focus on shared transportation. These competitors include ride-sharing (Uber, 55688 Taiwan Taxi), car-sharing (iRent), scooter-sharing (WeMo, Goshare, iRent), and bike-sharing (MOOVO).

Key insights from our analysis include:

Key insights from our analysis include:

Limited Hamburger Menu Categories

Even the side menus are limited to 7 or fewer categories.

Turn Back

Bottom Navigation Dominance

Most interfaces use
Bottom Navigation, grouping functions into 3-5 categories.

See Next

Search-Focused Ride Services

Ride-sharing & delivery apps feature a destination search bar and recommended services.

Turn Back

Map-Centric Homepages

Vehicle-sharing apps prioritize maps on the homepage for vehicle location.

See Next

Prominent Announcements

Important announcements and ads are displayed at the top or bottom of homepage.

Turn Back

Custom Map Designs

They simplify and customize map information instead of directly using Google Maps.

See Next

Glowing Choice

They use their brand’s primary color to guide users through the app.

Turn Back

Simplify Registration Process

Guiding users step by step to reduce cognitive load.

See Next

By examining how other apps structure their navigation, display important information, and customize maps, we identified strategies that could improve the YouBike app’s usability and enhance the overall user experience.

By examining how other apps structure their navigation, display important information, and customize maps, we identified strategies that could improve the YouBike app’s usability and enhance the overall user experience.

User Research

User Interviews: Wants ≠ Needs

We conducted interviews with a diverse group of YouBike users: five international students to gather insights from foreign users, three elderly individuals less familiar with digital services, and three regular users who rely on YouBike for commuting and daily travel. We asked about the challenges they encountered with the current YouBike app and areas for improvement. Their feedback was crucial in identifying the unique needs and challenges of each user group.

We conducted interviews with a diverse group of YouBike users: five international students to gather insights from foreign users, three elderly individuals less familiar with digital services, and three regular users who rely on YouBike for commuting and daily travel. We asked about the challenges they encountered with the current YouBike app and areas for improvement. Their feedback was crucial in identifying the unique needs and challenges of each user group.

Key insights from users include:

Key insights from users include:

YouBike in Taiwan is very affordable, and the abundance of bike stations makes it convenient. However, many notices are only in Traditional Chinese, which I struggle to understand. (Note: YouBike App 1.0 only supports Chinese). Additionally, when planning leisure outings, I have to search for attractions on Google, and it’s unclear whether YouBikes are available at those locations.

Language Support & Expanded Experiences Beyond Bike Rentals

— An international student who has been in Taiwan for six months, actively learning Mandarin and exploring Taiwanese culture.

Quotation

Using YouBike for grocery shopping, taking kids to school, and even for holiday trips has made it an indispensable tool in my daily life. However, it’s really frustrating to frequently arrive at a station only to find that all the bikes have already been borrowed.

Improving Support to Avoid Arriving at a YouBike Station with No Bikes Available for Rent

— A young mother who has lived in Taipei City for over 30 years and enjoys outdoor activities.

Quotation

I’m not very confident in learning new things, especially now that everything requires an app. My granddaughter tried to teach me how to rent a YouBike, but I found it too complicated. The registration process alone requires filling out a lot of information on the same page, and the interface is quite disorganized. Eventually, I gave up.

Need a More
User-Friendly App Structure to Accomplish Goals with Fewer Steps

— An elderly retired citizen who walks his dog every day and is interested in trying YouBike.

Quotation

Ideation

Brainstorming the User Experience for a New YouBike Feature

To design a new feature for YouBike, we conducted comprehensive brainstorming sessions that focused on both design elements and methods for introducing a new user flow. Our process included exploring various solutions, sketching potential developments, and engaging in discussions to identify the most practical and effective approach for implementing this feature.

To design a new feature for YouBike, we conducted comprehensive brainstorming sessions that focused on both design elements and methods for introducing a new user flow. Our process included exploring various solutions, sketching potential developments, and engaging in discussions to identify the most practical and effective approach for implementing this feature.

Solution

Connecting You to the Last Mile of a Beautiful Life

The YouBike app’s disorganized structure limits usability and brand support. To address this, we are overhauling the app to optimize functions, improve navigation, promote bicycle tourism, and feature health tracking—enhancing user experience and value.

The YouBike app’s disorganized structure limits usability and brand support. To address this, we are overhauling the app to optimize functions, improve navigation, promote bicycle tourism, and feature health tracking—enhancing user experience and value.

Redesign (1st Version)

Sitemap for the YouBike Redesign (1st version)

Using a sitemap tool, we organized the new YouBike app’s content and structure, illustrating how pages connect and relate. This approach ensures a cohesive design, identifies gaps, prioritizes content, and enables users to navigate with an easy, logical flow.

Using a sitemap tool, we organized the new YouBike app’s content and structure, illustrating how pages connect and relate. This approach ensures a cohesive design, identifies gaps, prioritizes content, and enables users to navigate with an easy, logical flow.

Usability Test

Reviewing Mid-Fidelity Prototypes

We developed mid-fidelity prototypes for usability testing. To share our design journey, we held a week-long mini exhibition, displaying explanatory posters and setting up smartphones for users to try the YouBike redesign prototype.

We developed mid-fidelity prototypes for usability testing. To share our design journey, we held a week-long mini exhibition, displaying explanatory posters and setting up smartphones for users to try the YouBike redesign prototype.

Usability Test

Our test goals -

  1. Usability — Ensuring a User-Friendly, Intuitive Experience

  2. Feature Feedback — Gathering Opinions on Travel and Health Integration

  3. User Insights — Observing Behaviors and Identifying Enhancements

  1. Usability — Ensuring a User-Friendly, Intuitive Experience

  2. Feature Feedback — Gathering Opinions on Travel and Health Integration

  3. User Insights — Observing Behaviors and Identifying Enhancements

We collected feedback from 20 users, including 4 elderly users, 6 foreigners, and 10 local residents. Each user compared the original and redesigned versions in 20 minute sessions, followed by individual discussions.

We collected feedback from 20 users, including 4 elderly users, 6 foreigners, and 10 local residents. Each user compared the original and redesigned versions in 20 minute sessions, followed by individual discussions.

Iterations

Design Improvement is an Ongoing Process

As the semester ended, our YouBike app improvement project was put on hold. In winter 2023, however, Yung-Wei resumed the project after discussions with Astrid, initiating new iterations.


Based on user feedback, Yung-Wei re-evaluated key issues, iterated on the design, and upgraded the prototype from mid-fidelity to high-fidelity, enhancing the overall design completeness.

As the semester ended, our YouBike app improvement project was put on hold. In winter 2023, however, Yung-Wei resumed the project after discussions with Astrid, initiating new iterations.


Based on user feedback, Yung-Wei re-evaluated key issues, iterated on the design, and upgraded the prototype from mid-fidelity to high-fidelity, enhancing the overall design completeness.

First Version and Iteration Screenshots on Figma Workspace

First Version and Iteration Screenshots on Figma Workspace

Iterations

Key Insight #1: Users Don’t Always Use the App Solely for Bike Rentals

Some users wanted to explore the YouBike app content without immediately renting a bike, so registration wasn’t always necessary.

Some users wanted to explore the YouBike app content without immediately renting a bike, so registration wasn’t always necessary.

Solution: Optional Registration

Allow users to skip registration initially, offering them the flexibility to register later if needed.

Allow users to skip registration initially, offering them the flexibility to register later if needed.

Key Insight #2: Don't let users lose their patience before starting their journey.

Despite simplifying the registration process by focusing on one task at a time and adding identity verification for public bicycle injury insurance enrollment, the length of the process left users feeling impatient, as they were unsure how many steps remained.

Despite simplifying the registration process by focusing on one task at a time and adding identity verification for public bicycle injury insurance enrollment, the length of the process left users feeling impatient, as they were unsure how many steps remained.

Solution: Progress Bar and Flexible Registration

Add a progress bar at the top of the page to show users their progress and allow them to exit registration at any stage, with the option to complete it later.

Add a progress bar at the top of the page to show users their progress and allow them to exit registration at any stage, with the option to complete it later.

Key Insight #3: Make Station Information More Accessible and Clear

For the feature to check YouBike stations and bike availability, users can now filter map information to display YouBike 1.0, 2.0, or both. However, when both station types are close together, selecting them accurately on a small screen is challenging. Additionally, if 1.0 and 2.0 bikes share a station, it’s unclear how many bikes of each type are available for borrowing or returning. Since the docking poles for 1.0 and 2.0 bikes aren’t interchangeable, users may arrive only to find they can’t return their bike.

For the feature to check YouBike stations and bike availability, users can now filter map information to display YouBike 1.0, 2.0, or both. However, when both station types are close together, selecting them accurately on a small screen is challenging. Additionally, if 1.0 and 2.0 bikes share a station, it’s unclear how many bikes of each type are available for borrowing or returning. Since the docking poles for 1.0 and 2.0 bikes aren’t interchangeable, users may arrive only to find they can’t return their bike.

Solution: Color-Coded and Icon-Based Station Indicators

Color and icons can categorize station statuses and display bike availability by type, making it easier for users to find the right station for their needs.

Color and icons can categorize station statuses and display bike availability by type, making it easier for users to find the right station for their needs.

Key Insight #4: Leverage the power of community.

Users appreciate tourist attraction recommendations but would like the option to view others' itineraries, read reviews, and replicate popular routes.

Users appreciate tourist attraction recommendations but would like the option to view others' itineraries, read reviews, and replicate popular routes.

Solution: Enable Community-Based Suggestions

Incorporate user-generated content, allowing users to search for popular routes, see reviews, and follow shared itineraries.

Incorporate user-generated content, allowing users to search for popular routes, see reviews, and follow shared itineraries.

Key Insight #5: Balance Extrinsic and Intrinsic Motivation

Users appreciate direct access to their riding records, fostering a sense of achievement. However, rewards aren’t the primary incentive for riding.

Users appreciate direct access to their riding records, fostering a sense of achievement. However, rewards aren’t the primary incentive for riding.

Solution: Incorporate Carbon Reduction Goals

Introduce a carbon reduction tracker to motivate users intrinsically for environmental responsibility, with optional cash rewards for carbon credits.

Introduce a carbon reduction tracker to motivate users intrinsically for environmental responsibility, with optional cash rewards for carbon credits.

Key Insight #6: Adhere to the principle of gradual change.

The new layout is intuitive and user-friendly, but the use of blue and green for travel and health features feels inconsistent with YouBike’s orange brand. Users also noted that a bright interface can be glaring at night.

The new layout is intuitive and user-friendly, but the use of blue and green for travel and health features feels inconsistent with YouBike’s orange brand. Users also noted that a bright interface can be glaring at night.

Solution: Refine Colors and Add Dark Mode

Align colors with the original YouBike palette for consistency, fine-tune the layout, and add a dark mode to improve usability in low-light conditions.

Align colors with the original YouBike palette for consistency, fine-tune the layout, and add a dark mode to improve usability in low-light conditions.

Prototype

The prototype was built in Figma, starting from the loading page and featuring five core functions in the bottom navigation. Try the prototype below or check the link to view it on an external webpage.

(Due to the file size, loading may take a moment. If it doesn’t load here, please try the external page on Figma.)

The prototype was built in Figma, starting from the loading page and featuring five core functions in the bottom navigation. Try the prototype below or check the link to view it on an external webpage.

(Due to the file size, loading may take a moment. If it doesn’t load here, please try the external page on Figma.)

The prototype was built in Figma, starting from the loading page and featuring five core functions in the bottom navigation. Try the prototype below or check the link to view it on an external webpage.

(Due to the file size, loading may take a moment. If it doesn’t load here, please try the external page on Figma.)

Lessons Learned

Guiding User and Balancing Goals: Lessons from YouBike Redesign

Redesigning the YouBike app in Taiwan has been a meaningful milestone in our UX journey. Through this project, we developed skills to guide users in expressing their opinions and needs, recognizing that non-designers may find it challenging to articulate their experiences with the app.


Balancing commercial goals with design expectations has also been a valuable lesson. We learned that maintaining a strong connection to Taiwanese culture and commercial relevance is essential for the app's real-world success.


Regarding iterations, we realized that design improvements can feel endless; knowing when to stop and move forward is equally important.

This project has been an enriching experience, filled with lessons learned from users, teammates, and self-driven exploration.

Redesigning the YouBike app in Taiwan has been a meaningful milestone in our UX journey. Through this project, we developed skills to guide users in expressing their opinions and needs, recognizing that non-designers may find it challenging to articulate their experiences with the app.


Balancing commercial goals with design expectations has also been a valuable lesson. We learned that maintaining a strong connection to Taiwanese culture and commercial relevance is essential for the app's real-world success.


Regarding iterations, we realized that design improvements can feel endless; knowing when to stop and move forward is equally important.

This project has been an enriching experience, filled with lessons learned from users, teammates, and self-driven exploration.

Redesigning the YouBike app in Taiwan has been a meaningful milestone in our UX journey. Through this project, we developed skills to guide users in expressing their opinions and needs, recognizing that non-designers may find it challenging to articulate their experiences with the app.


Balancing commercial goals with design expectations has also been a valuable lesson. We learned that maintaining a strong connection to Taiwanese culture and commercial relevance is essential for the app's real-world success.


Regarding iterations, we realized that design improvements can feel endless; knowing when to stop and move forward is equally important.

This project has been an enriching experience, filled with lessons learned from users, teammates, and self-driven exploration.

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