Carlos Rubio Design

BMO APP - PROFILE

Led the enhancement of the BMO mobile app by enabling users to edit their personal profile information directly within the app. The project aimed to address a common customer pain point, improve digital self-service capabilities, and reduce Call Centre inquiries related to profile updates.

Client

BMO

Year

2023

BUSINESS CHALLENGE

BMO mobile app users frequently contacted the Call Centre to update their personal, address, and employment information, highlighting a significant gap in the mobile experience. The lack of in-app profile editing led to customer frustration, increased operational load for the Call Centre, and lower adoption of digital self-service features.

BUSINESS CHALLENGE

USER RESEARCH & INSIGHTS

Reviewed desktop profile editing workflows to understand current functionality and user expectations.

Analyzed Call Centre feedback to identify the most frequently requested profile changes.
Conducted remote moderated user testing and usability assessments to determine pain points in mobile interactions.
Key insights: users expected parity with desktop functionality, needed clarity in navigation, and required assurance that updates were secure and applied immediately.

Reviewed desktop profile editing workflows to understand current functionality and user expectations.

Analyzed Call Centre feedback to identify the most frequently requested profile changes.
Conducted remote moderated user testing and usability assessments to determine pain points in mobile interactions.
Key insights: users expected parity with desktop functionality, needed clarity in navigation, and required assurance that updates were secure and applied immediately.

USER RESEARCH & INSIGHTS

Reviewed desktop profile editing workflows to understand current functionality and user expectations.

Analyzed Call Centre feedback to identify the most frequently requested profile changes.
Conducted remote moderated user testing and usability assessments to determine pain points in mobile interactions.
Key insights: users expected parity with desktop functionality, needed clarity in navigation, and required assurance that updates were secure and applied immediately.

STRATEGY & DESIGN RATIONALE

The strategy focused on replicating essential desktop functionality in a mobile-friendly format while enhancing usability and accessibility:

Allow users to edit personal, address, and employment information directly on the app.
Maintain security and compliance standards.
Simplify workflows to reduce errors and enhance confidence in updates.
Ensure consistency with existing BMO mobile design patterns and branding.

The rationale prioritized user empowerment, convenience, and operational efficiency.

The strategy focused on replicating essential desktop functionality in a mobile-friendly format while enhancing usability and accessibility:

Allow users to edit personal, address, and employment information directly on the app.
Maintain security and compliance standards.
Simplify workflows to reduce errors and enhance confidence in updates.
Ensure consistency with existing BMO mobile design patterns and branding.

The rationale prioritized user empowerment, convenience, and operational efficiency.

STRATEGY & DESIGN RATIONALE

The strategy focused on replicating essential desktop functionality in a mobile-friendly format while enhancing usability and accessibility:

Allow users to edit personal, address, and employment information directly on the app.
Maintain security and compliance standards.
Simplify workflows to reduce errors and enhance confidence in updates.
Ensure consistency with existing BMO mobile design patterns and branding.

The rationale prioritized user empowerment, convenience, and operational efficiency.

PROCESS & ITERATION

Used the desktop profile editing experience as a foundation for mobile adaptation.

Collaborated with technology teams to assess feasibility and define backend requirements.
Worked closely with the mobile development team to address technical limitations and integrate with existing architecture.
Produced initial designs and prototypes, which underwent usability testing with target users.
Iteratively refined design based on testing feedback to optimize navigation, form inputs, and error handling.
Final design approved and implemented in the BMO mobile app.

Used the desktop profile editing experience as a foundation for mobile adaptation.

Collaborated with technology teams to assess feasibility and define backend requirements.
Worked closely with the mobile development team to address technical limitations and integrate with existing architecture.
Produced initial designs and prototypes, which underwent usability testing with target users.
Iteratively refined design based on testing feedback to optimize navigation, form inputs, and error handling.
Final design approved and implemented in the BMO mobile app.

PROCESS & ITERATION

Used the desktop profile editing experience as a foundation for mobile adaptation.

Collaborated with technology teams to assess feasibility and define backend requirements.
Worked closely with the mobile development team to address technical limitations and integrate with existing architecture.
Produced initial designs and prototypes, which underwent usability testing with target users.
Iteratively refined design based on testing feedback to optimize navigation, form inputs, and error handling.
Final design approved and implemented in the BMO mobile app.

COLLABORATION & LEADERSHIP

Coordinated with cross-functional teams including product managers, mobile developers, UX designers, and technology leads.

Facilitated alignment between business needs, technical constraints, and user experience goals.
Presented design iterations and usability findings to stakeholders to ensure buy-in.
Guided design decisions to balance usability, compliance, and operational requirements.

Coordinated with cross-functional teams including product managers, mobile developers, UX designers, and technology leads.

Facilitated alignment between business needs, technical constraints, and user experience goals.
Presented design iterations and usability findings to stakeholders to ensure buy-in.
Guided design decisions to balance usability, compliance, and operational requirements.

COLLABORATION & LEADERSHIP

Coordinated with cross-functional teams including product managers, mobile developers, UX designers, and technology leads.

Facilitated alignment between business needs, technical constraints, and user experience goals.
Presented design iterations and usability findings to stakeholders to ensure buy-in.
Guided design decisions to balance usability, compliance, and operational requirements.

CONSTRAINTS & PROBLEM SOLVING

Translating desktop functionality to mobile while maintaining usability.

Working within existing mobile app technology constraints and backend architecture.
Ensuring secure and accurate updates of sensitive personal information.
Maintaining compliance with regulatory and data privacy requirements.
Balancing simplicity for users with necessary validations and error handling.

Translating desktop functionality to mobile while maintaining usability.

Working within existing mobile app technology constraints and backend architecture.
Ensuring secure and accurate updates of sensitive personal information.
Maintaining compliance with regulatory and data privacy requirements.
Balancing simplicity for users with necessary validations and error handling.

CONSTRAINTS & PROBLEM SOLVING

Translating desktop functionality to mobile while maintaining usability.

Working within existing mobile app technology constraints and backend architecture.
Ensuring secure and accurate updates of sensitive personal information.
Maintaining compliance with regulatory and data privacy requirements.
Balancing simplicity for users with necessary validations and error handling.

FINAL SOLUTION

Delivered an in-app profile editing experience that allowed users to:

Update personal, address, and employment information seamlessly.
Navigate a mobile-optimized interface consistent with BMO branding.
Submit updates securely with immediate confirmation.
Reduce dependency on Call Centre support for profile changes.

Delivered an in-app profile editing experience that allowed users to:

Update personal, address, and employment information seamlessly.
Navigate a mobile-optimized interface consistent with BMO branding.
Submit updates securely with immediate confirmation.
Reduce dependency on Call Centre support for profile changes.

FINAL SOLUTION

Delivered an in-app profile editing experience that allowed users to:

Update personal, address, and employment information seamlessly.
Navigate a mobile-optimized interface consistent with BMO branding.
Submit updates securely with immediate confirmation.
Reduce dependency on Call Centre support for profile changes.

OUTCOMES & METRICS

Reduced profile-update related Call Centre volume by 32%, generating operational cost savings and improving service efficiency.
Increased digital self-service adoption by 58%, with over 70% of profile updates completed through mobile channels.
Improved customer satisfaction for profile management tasks by 18 points while maintaining compliance and security requirements.
Achieved a 93% user success rate for profile updates and reduced task abandonment by 41%.
Streamlined backend processes for handling profile updates.
Positive usability feedback confirming ease of use and confidence in updates.

Reduced profile-update related Call Centre volume by 32%, generating operational cost savings and improving service efficiency.
Increased digital self-service adoption by 58%, with over 70% of profile updates completed through mobile channels.
Improved customer satisfaction for profile management tasks by 18 points while maintaining compliance and security requirements.
Achieved a 93% user success rate for profile updates and reduced task abandonment by 41%.
Streamlined backend processes for handling profile updates.
Positive usability feedback confirming ease of use and confidence in updates.

OUTCOMES & METRICS

Reduced profile-update related Call Centre volume by 32%, generating operational cost savings and improving service efficiency.
Increased digital self-service adoption by 58%, with over 70% of profile updates completed through mobile channels.
Improved customer satisfaction for profile management tasks by 18 points while maintaining compliance and security requirements.
Achieved a 93% user success rate for profile updates and reduced task abandonment by 41%.
Streamlined backend processes for handling profile updates.
Positive usability feedback confirming ease of use and confidence in updates.

KEY LEARNINGS

Mobile adaptations of desktop functionality require careful attention to context, screen size, and user workflow.

Early collaboration with development and technology teams is critical to identify feasibility and constraints.
Usability testing with real users validates assumptions and surfaces edge cases before release.
Addressing high-impact customer pain points can drive operational efficiency and improve digital adoption.

Mobile adaptations of desktop functionality require careful attention to context, screen size, and user workflow.

Early collaboration with development and technology teams is critical to identify feasibility and constraints.
Usability testing with real users validates assumptions and surfaces edge cases before release.
Addressing high-impact customer pain points can drive operational efficiency and improve digital adoption.

KEY LEARNINGS

Mobile adaptations of desktop functionality require careful attention to context, screen size, and user workflow.

Early collaboration with development and technology teams is critical to identify feasibility and constraints.
Usability testing with real users validates assumptions and surfaces edge cases before release.
Addressing high-impact customer pain points can drive operational efficiency and improve digital adoption.

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