Fifth Third Bank is a regional bank in the United States, founded in 1886 with ~$8B in annual revenue. In 2021, leadership at the company broke ground on a digital transformation initiative that aimed to bring all design, development, and management of Fifth Third's mobile and web products in house.

Very little user research had been done to guide future design and development efforts of Fifth Third's mobile banking experience. Without a clear understanding of what users expect from a mobile banking application, Fifth Third was at risk of serious design and development debt.

Using the Jobs To Be Done Framework as a guide, extensive user research was conducted to develop a clear idea of what mobile banking users expect from mobile banking apps. Through research methods like card sorting exercises, user interviews, surveys, and competitive research, we were able to answer questions like,

1. How do users save money?
2. How do users budget?
3. How do users pay bills?
4. How do users move money?
5. how do users review finances?

Equipped with answers to these questions and a clear understanding of how users saw mobile banking apps, I was able to design a mobile banking experience to address our user's needs. This clear vision of the future also worked to reinforce the buy-in from leadership, further justifying their spend on internal product teams.

For more information on the process I use for most projects, please click here.

View the Figma board below to see additional screens and context.