Carlos Rubio Design

BMO BUSINESS BANKING

Redesign and modernization of the Business Banking Account Opening experience for BMO. The initiative focused on improving the digital customer experience, simplifying account selection, aligning the experience with BMO's enterprise design system, and migrating the platform into the Contentful content management ecosystem. The project balanced customer needs, business objectives, and technical modernization efforts to create a scalable and user-friendly experience for small business owners.

Client

BMO

Year

2026

BUSINESS CHALLENGE

The existing Business Banking account opening experience lacked clarity, making it difficult for prospective customers to determine which accounts they qualified for and which option best suited their business needs. In addition, the site required modernization to align with evolving business offerings, enterprise design standards, and new content management technologies.

Business stakeholders identified several objectives:

Improve the overall user experience.
Better communicate account features and benefits.
Increase transparency around fees and transactions.
Help customers identify the right account more efficiently.
Align the experience with BMO's enterprise design system.
Migrate content and components into Contentful for improved scalability and governance.

Business stakeholders identified several objectives:

Improve the overall user experience.
Better communicate account features and benefits.
Increase transparency around fees and transactions.
Help customers identify the right account more efficiently.
Align the experience with BMO's enterprise design system.
Migrate content and components into Contentful for improved scalability and governance.

BUSINESS CHALLENGE

Business stakeholders identified several objectives:

Improve the overall user experience.
Better communicate account features and benefits.
Increase transparency around fees and transactions.
Help customers identify the right account more efficiently.
Align the experience with BMO's enterprise design system.
Migrate content and components into Contentful for improved scalability and governance.

USER RESEARCH & INSIGHTS

Stakeholder interviews, analytics reviews, customer feedback, and journey analysis revealed several opportunities:

Prospective business owners were often uncertain which account type was appropriate for their business structure.
Customers struggled to compare account options due to inconsistent presentation of features and benefits.
Information regarding required application documentation was difficult to locate.
Fee structures were perceived as complex and difficult to understand.
Customers wanted more self-service guidance before committing to an application.
Many users abandoned the journey when they realized additional documentation would be required later in the process.

Research indicated that customers needed greater clarity, transparency, and guidance throughout the account selection process.

Stakeholder interviews, analytics reviews, customer feedback, and journey analysis revealed several opportunities:

Prospective business owners were often uncertain which account type was appropriate for their business structure.
Customers struggled to compare account options due to inconsistent presentation of features and benefits.
Information regarding required application documentation was difficult to locate.
Fee structures were perceived as complex and difficult to understand.
Customers wanted more self-service guidance before committing to an application.
Many users abandoned the journey when they realized additional documentation would be required later in the process.

Research indicated that customers needed greater clarity, transparency, and guidance throughout the account selection process.

USER RESEARCH & INSIGHTS

Stakeholder interviews, analytics reviews, customer feedback, and journey analysis revealed several opportunities:

Prospective business owners were often uncertain which account type was appropriate for their business structure.
Customers struggled to compare account options due to inconsistent presentation of features and benefits.
Information regarding required application documentation was difficult to locate.
Fee structures were perceived as complex and difficult to understand.
Customers wanted more self-service guidance before committing to an application.
Many users abandoned the journey when they realized additional documentation would be required later in the process.

Research indicated that customers needed greater clarity, transparency, and guidance throughout the account selection process.

STRATEGY & DESIGN RATIONALE

The design strategy focused on simplifying decision-making while reducing friction throughout the customer journey.

Key principles included:

Present clear pathways based on business ownership structure.
Prioritize self-service opportunities where possible.
Improve transparency around account benefits and fees.
Support informed decision-making through side-by-side comparisons.
Set clear expectations regarding documentation requirements.
Leverage reusable design system components to ensure consistency and scalability.
Optimize content architecture for migration into Contentful.

The experience was designed to help customers confidently select the appropriate account while reducing uncertainty and application abandonment later on.

The design strategy focused on simplifying decision-making while reducing friction throughout the customer journey.

Key principles included:

Present clear pathways based on business ownership structure.
Prioritize self-service opportunities where possible.
Improve transparency around account benefits and fees.
Support informed decision-making through side-by-side comparisons.
Set clear expectations regarding documentation requirements.
Leverage reusable design system components to ensure consistency and scalability.
Optimize content architecture for migration into Contentful.

The experience was designed to help customers confidently select the appropriate account while reducing uncertainty and application abandonment later on.

STRATEGY & DESIGN RATIONALE

The design strategy focused on simplifying decision-making while reducing friction throughout the customer journey.

Key principles included:

Present clear pathways based on business ownership structure.
Prioritize self-service opportunities where possible.
Improve transparency around account benefits and fees.
Support informed decision-making through side-by-side comparisons.
Set clear expectations regarding documentation requirements.
Leverage reusable design system components to ensure consistency and scalability.
Optimize content architecture for migration into Contentful.

The experience was designed to help customers confidently select the appropriate account while reducing uncertainty and application abandonment later on.

PROCESS & ITERATION

The project followed a collaborative and iterative design approach:

Conducted stakeholder workshops with business, product, content, design, and technology teams to gather requirements and define success criteria.
Audited the existing experience to identify usability issues, content gaps, and design inconsistencies.
Mapped customer journeys and decision-making flows for different business types.
Developed wireframes and design concepts aligned with BMO design system standards.
Collaborated closely with the Contentful implementation team to ensure component compatibility and content governance requirements.
Conducted multiple rounds of stakeholder reviews and refinements.
Validated designs through user feedback and internal testing before implementation.

The project followed a collaborative and iterative design approach:

Conducted stakeholder workshops with business, product, content, design, and technology teams to gather requirements and define success criteria.
Audited the existing experience to identify usability issues, content gaps, and design inconsistencies.
Mapped customer journeys and decision-making flows for different business types.
Developed wireframes and design concepts aligned with BMO design system standards.
Collaborated closely with the Contentful implementation team to ensure component compatibility and content governance requirements.
Conducted multiple rounds of stakeholder reviews and refinements.
Validated designs through user feedback and internal testing before implementation.

PROCESS & ITERATION

The project followed a collaborative and iterative design approach:

Conducted stakeholder workshops with business, product, content, design, and technology teams to gather requirements and define success criteria.
Audited the existing experience to identify usability issues, content gaps, and design inconsistencies.
Mapped customer journeys and decision-making flows for different business types.
Developed wireframes and design concepts aligned with BMO design system standards.
Collaborated closely with the Contentful implementation team to ensure component compatibility and content governance requirements.
Conducted multiple rounds of stakeholder reviews and refinements.
Validated designs through user feedback and internal testing before implementation.

COLLABORATION & LEADERSHIP

Acted as UX lead across a multidisciplinary team including business stakeholders, product managers, content strategists, developers, CMS specialists, and design system teams.

Key leadership responsibilities included:

Facilitating workshops and alignment sessions.
Driving customer-centered decision-making.
Balancing business objectives with customer needs.
Coordinating design system adoption.
Guiding content strategy and information architecture decisions.
Supporting implementation teams during Contentful migration activities.

Acted as UX lead across a multidisciplinary team including business stakeholders, product managers, content strategists, developers, CMS specialists, and design system teams.

Key leadership responsibilities included:

Facilitating workshops and alignment sessions.
Driving customer-centered decision-making.
Balancing business objectives with customer needs.
Coordinating design system adoption.
Guiding content strategy and information architecture decisions.
Supporting implementation teams during Contentful migration activities.

COLLABORATION & LEADERSHIP

Acted as UX lead across a multidisciplinary team including business stakeholders, product managers, content strategists, developers, CMS specialists, and design system teams.

Key leadership responsibilities included:

Facilitating workshops and alignment sessions.
Driving customer-centered decision-making.
Balancing business objectives with customer needs.
Coordinating design system adoption.
Guiding content strategy and information architecture decisions.
Supporting implementation teams during Contentful migration activities.

CONSTRAINTS & PROBLEM SOLVING

Several challenges influenced the solution:

Different account eligibility requirements based on business ownership structures.
Regulatory and operational limitations requiring some customers to complete account opening in branch.
Complex fee structures that needed simplification without sacrificing transparency.
Migration requirements associated with moving content into Contentful.
Need to maintain alignment with enterprise design system standards and CMS team while accommodating unique business banking requirements.

The team addressed these challenges through clear customer segmentation, improved content architecture, and reusable design components.

Several challenges influenced the solution:

Different account eligibility requirements based on business ownership structures.
Regulatory and operational limitations requiring some customers to complete account opening in branch.
Complex fee structures that needed simplification without sacrificing transparency.
Migration requirements associated with moving content into Contentful.
Need to maintain alignment with enterprise design system standards and CMS team while accommodating unique business banking requirements.

The team addressed these challenges through clear customer segmentation, improved content architecture, and reusable design components.

CONSTRAINTS & PROBLEM SOLVING

Several challenges influenced the solution:

Different account eligibility requirements based on business ownership structures.
Regulatory and operational limitations requiring some customers to complete account opening in branch.
Complex fee structures that needed simplification without sacrificing transparency.
Migration requirements associated with moving content into Contentful.
Need to maintain alignment with enterprise design system standards and CMS team while accommodating unique business banking requirements.

The team addressed these challenges through clear customer segmentation, improved content architecture, and reusable design components.

FINAL SOLUTION

Delivered a modernized Business Banking account selection experience that included:

Clear pathways for sole proprietors and single-owner corporations to open accounts online.
Guided direction for customers requiring branch-assisted account opening.
Transparent communication of fees, account benefits, and transaction capabilities.
Side-by-side comparison functionality for the most common business accounts.
Integration of a "Help Me Choose" decision-support tool.
Clear documentation requirements presented upfront.
Full alignment with BMO design system standards.
Successful migration into the Contentful content management platform.

The redesigned experience significantly improved usability, discoverability, and customer confidence during account selection.

Delivered a modernized Business Banking account selection experience that included:

Clear pathways for sole proprietors and single-owner corporations to open accounts online.
Guided direction for customers requiring branch-assisted account opening.
Transparent communication of fees, account benefits, and transaction capabilities.
Side-by-side comparison functionality for the most common business accounts.
Integration of a "Help Me Choose" decision-support tool.
Clear documentation requirements presented upfront.
Full alignment with BMO design system standards.
Successful migration into the Contentful content management platform.

The redesigned experience significantly improved usability, discoverability, and customer confidence during account selection.

FINAL SOLUTION

Delivered a modernized Business Banking account selection experience that included:

Clear pathways for sole proprietors and single-owner corporations to open accounts online.
Guided direction for customers requiring branch-assisted account opening.
Transparent communication of fees, account benefits, and transaction capabilities.
Side-by-side comparison functionality for the most common business accounts.
Integration of a "Help Me Choose" decision-support tool.
Clear documentation requirements presented upfront.
Full alignment with BMO design system standards.
Successful migration into the Contentful content management platform.

The redesigned experience significantly improved usability, discoverability, and customer confidence during account selection.

OUTCOMES & METRICS

Improved customer understanding of account eligibility requirements.

Increased transparency around fees, account benefits, and documentation needs.
Reduced confusion during account selection.
Improved consistency with the broader BMO digital ecosystem.
Enhanced content management efficiency through Contentful migration.
Established a scalable design and content framework for future Business Banking initiatives.
Positive stakeholder feedback regarding clarity, maintainability, and user experience improvements.

Improved customer understanding of account eligibility requirements.

Increased transparency around fees, account benefits, and documentation needs.
Reduced confusion during account selection.
Improved consistency with the broader BMO digital ecosystem.
Enhanced content management efficiency through Contentful migration.
Established a scalable design and content framework for future Business Banking initiatives.
Positive stakeholder feedback regarding clarity, maintainability, and user experience improvements.

OUTCOMES & METRICS

Improved customer understanding of account eligibility requirements.

Increased transparency around fees, account benefits, and documentation needs.
Reduced confusion during account selection.
Improved consistency with the broader BMO digital ecosystem.
Enhanced content management efficiency through Contentful migration.
Established a scalable design and content framework for future Business Banking initiatives.
Positive stakeholder feedback regarding clarity, maintainability, and user experience improvements.

KEY LEARNINGS

This project reinforced the importance of simplifying complex financial decisions through clear information architecture and guided user journeys. It demonstrated how strategic content design can significantly reduce customer uncertainty and improve decision-making confidence. The initiative also highlighted the value of integrating UX strategy, design systems, and modern CMS platforms to create scalable, maintainable experiences that support both customer needs and long-term business objectives.

KEY LEARNINGS

GO BACK TO TOP