Qualitative research a year earlier backed the hypothesis: most participants didn’t notice the product-opening navigation – 6 of 16 reached it via Stories, 2 via the widget, 7 via Services.
Redesigning the first screen every BCC mobile banking user sees – and the one most likely to lose them.
This walkthrough shows the redesigned Homepage in motion: scrolling through the updated layout – quick actions, cashback, and the “You might be interested” product section – then tapping into one of the product cards, which opens that product’s dedicated flow, before returning to the Homepage.
The BCC mobile app's homepage had become a catch-all: a single screen simultaneously carrying navigation, subscriptions, notifications, promotional banners, credit statuses, and product-opening actions – with no clear hierarchy between them.
Analytics showed users opening new products disproportionately through the separate Services section, even though an equivalent entry point already existed on the homepage. A qualitative study with 16 respondents confirmed why: most users simply didn't notice the product-opening flow on the homepage at all.
Meanwhile, high-frequency actions like checking account balances were pushed down the page, and Cashback – one of the strongest retention tools available – was visually reduced to a flat technical line. The redesign needed to happen on a tight timeline.
Qualitative research a year earlier backed the hypothesis: most participants didn’t notice the product-opening navigation – 6 of 16 reached it via Stories, 2 via the widget, 7 via Services.
Analytics reframed it: the unusually high product-opening traffic through “Services” came from that action being hard to see on Home – not from a real preference for that path.
The redesigned Homepage surfaces the product-opening action through a dedicated "You might be interested" section with seven clearly labeled offers, replacing a small icon buried in a 3-item quick-action row. Cashback is now shown as a live, personal value rather than a flat icon, and a new "My Analytics" widget gives users a lightweight income/expense preview directly on the homepage.
The Homepage redesign was part of a broader initiative to rework the BCC app's information architecture, with Services and History being redesigned in parallel by other members of the design team. My responsibility within that initiative was the Homepage.
The brief was to rethink its underlying IA – not simply patch the discoverability issue with product-opening, but restructure the screen itself. Scope included reorganizing the homepage layout, designing a new personalized PFM (Personal Financial Manager) widget, and redesigning how cashback was presented.
Success would be measured by an increase in users opening new products directly through the Homepage, and a corresponding decrease in reliance on the Services section for that same action. Before implementation, the redesign was validated through an unmoderated usability study on the Wynde platform.
Low-frequency services (used once or twice a month) held prime positions while money-related flows sat below the fold – and cashback, a strong retention lever, looked like a technical block.
The core hypothesis was that most engagement problems with the Homepage stemmed from prioritization, not missing functionality:
A separate hypothesis addressed the existing PFM feature – that low engagement wasn't about disinterest in financial insight, but a mismatch:
The direction: unload the Home screen by use-case and place each flow in the section where users expect it – before “Home” ends up absorbing everything.
The redesign was guided by a single-responsibility principle: each section of the app was assigned one clear job. The Homepage's job was defined as strictly financial – "only the essentials: balances, products, key actions. Quick control and management." Anything that didn't serve that job was deprioritized or removed, which is why, for example, the screen-customization option was temporarily dropped rather than trying to preserve every existing feature.
Within that narrowed scope, content was organized into two thematically distinct widgets rather than one general-purpose area: a financial analytics widget ("My Analytics") surfacing income and spending, and a separate loyalty widget bundling cashback, partner offers, and subscription perks – treating financial control and rewards as two distinct value drivers rather than lumping them together. Quick actions were then ordered by frequency of use within that structure, so the most common actions sat closest to the top.
– Userflow section intentionally omitted: this stage of the project covered systematic screen-state coverage (blocked accounts, unauthorized zone, edge cases) rather than a branching decision flow.
The underlying information-architecture problem: “Home” had drifted into a catch-all, overlapping with Services, Payments, Transfers and History.
The redesign worked within BCC's existing design system rather than introducing new branding. Within that system, the two new widgets used distinct, colorful 3D-style iconography deliberately – the goal was for users to understand what's inside each widget at a glance, without reading labels first.
Both widgets were built with adaptive behavior in mind: the analytics widget's progress bar uses precise, percentage-based fill rules with fixed minimum segment widths, and the loyalty widget's height dynamically matches its sibling so the row stays visually balanced regardless of content length. Text styles were tokenized rather than styled ad hoc, so widget titles and values inherit consistent typography across states.
Components were built locally for this redesign – the analytics and loyalty widgets in particular – with the analytics widget designed as the first step toward a modular system: future iterations will let users swap between a category-based view and a spend/chart-based view of the same widget. Fidelity between design and build was verified through direct design-vs-implementation comparisons before shipping.
Annotated view of the redesigned Homepage – the Analytics widget, the Loyalty/cashback entry point, and the "You might be interested" product-opening section.
Specs handed to engineering: widget title styles, progress-bar values, and how the second widget’s height adapts to the first.
Post-launch usage data is still being collected, but the Wynde usability study run before launch already validated the core hypothesis:
Those results suggest the prioritization changes held up at the testing stage; live product metrics will follow as post-launch data accumulates.
