US Bank
Consumer Mobile AppThe project envisioned a next-generation mobile experience for US Bank’s affluent millennial audience. Leveraging a customer value framework, AI-driven personalization, and research insights, the platform provided contextually relevant financial guidance. Users could explore journeys such as home-buying, debt management, and wealth growth while receiving curated insights and actionable tools to support their goals.
By articulating how affluent millennials engage with financial tools, we provided a foundation for data-driven, personalized mobile experiences.
We created a blueprint for highly personalized, goal-driven experiences by combining research insights with a customer value framework.
The challenge
The project needed to combine AI-driven personalization, financial planning tools, and mobile journeys while managing input from several executive stakeholders and internal design teams. Balancing automation with human-centered insights, aligning with platform constraints, and maintaining collaborative oversight posed both strategic and technical challenges.
Our impact
The project’s outputs influenced the future direction of US Bank’s mobile platform, defining personalization features, AI capabilities, and content strategies. It provided a blueprint for concierge-style interactions that integrate financial planning, goal tracking, and contextual guidance.
