Bank of America wanted to introduce their brand new, AI virtual financial assistant, Erica. This is one of many efforts to make their customers’ financial lives better.
It started with scrapping the old “How-To” tutorial, continuing with context and relatable situations. Now, with a more human and emotional connection, a simplified website experience and a unified look across all bank owned channels, the objective was achieved. The soft launch re-engaged lapsed users and drove non-users to download that app, from 22M to 24M active mobile app users in 6 months, providing leverage for a national campaign.