As stated before, the desire to evolve is often inspired by facing existential realities. Fifth Third Bank is a banking company that offers banking products and services, however, emerging competitors that pose some of the biggest risk to their future are not other banking institutions, but rather technology companies with similar offerings. The important distinction between bank-first and technology-first companies is, because of low overhead and less infrastructure in place, technology-first companies can focus on how products and services are delivered, implementing new technologies to meet and adapt to the ever-evolving expectations of users. Banking organizations are limited, to some degree, by their existing infrastructure, decreasing the speed at which they can adapt. A great example of legacy banking's overhead are their physical branches. Going to a physical branch to interact with one's bank is an increasingly less common practice, suggesting banks and technology companies would be encouraged to focus overwhelming energy and resources enhancing the experience users are actually using.
Despite the never-ending appetite for improvement in experience, there are certain jobs users expect a bank to perform regardless of interface. Fifth Third identified 16 jobs ranging from Pay My Bills to Teach My Kids About Money that users expect an app to help facilitate. Identifying these jobs helped focus exploration. After prioritizing the jobs, the exploration became an exercise in packaging processes and experiences in a way that felt new and fresh (a good blend of visual design, information architecture, and ux design).
Below are some mockups from that exploration and a link to a Figma board that has annotated mockups rationalizing design decisions as they relate to the jobs they addressed.
