Broadway Bank Online & Mobile Experience

Company

Fiserv

Year

2020

The project itself :

Overview

Broadway Bank partnered with Fiserv to modernize its outdated online banking experience. The existing product was built on a heavily customized legacy platform, Architect, that introduced usability risks, limited feature integration, and eroded customer confidence.

This project focused on transforming the experience into a modern, accessible digital banking product that reduced task failure, improved clarity, and supported Broadway’s rebrand with a more trustworthy and consistent interface.

Problem:

Broadway Bank’s online banking experience was built on an outdated version of Architect that had been extensively customized over time. Instead of behaving like modern online banking, the interface functioned more like a configurable dashboard, creating serious usability and trust issues.

At the same time, the platform was unable to integrate with newer banking features such as Zelle and credit score monitoring. This left Broadway unable to meet modern customer expectations and limited its ability to compete digitally.

Primary Outcomes:

The product received the 2020 Omni-Experience in Digital Banking Award from IDC
Broadway Bank renewed its contract, driving continued partnership and revenue for Fiserv
App ratings increased from 2.4 → 4.8 across both mobile platforms

Secondary outcomes that contributed to our business unit's success:

169% increase in credit monitoring users
115% increase in Zelle transactions
150% increase in digital account openings
24% increase in remote check deposits
12% increase in mobile bill payments

My role:

I served as the lead Product Designer on the project and remained involved throughout its multi-year lifecycle due to my close working relationship with Broadway Bank and my ability to build trust with client stakeholders.

Responsibilities:

user research and usability testing
wireframing and prototyping
high-fidelity UI and interaction design
accessibility validation and QA testing

stakeholder presentations and design storytelling
collaboration with engineering and Broadway’s creative director on brand alignment

All about the user :

User Research

Pain Points

Too many customizations:

Customers could accidentally hide critical elements such as their Accounts view, making balances “disappear.”

The experience required users to manage the interface itself rather than simply complete banking tasks, increasing anxiety and error risk.

Lack of modern banking tools:

The platform was unable to integrate with newer banking features such as Zelle and credit score monitoring.

This left Broadway unable to meet modern customer expectations and limited its ability to compete digitally.

Inconsistent experience:

Broadway was also undergoing a company-wide rebrand, creating an opportunity to modernize the digital product alongside its visual identity while restoring customer trust in the platform.

User Persona

Personas were selected by conducting user research and identifying common pain points, that frustrate and block the user from getting what they need from a product.

The project schematically :

Starting the Design

I created various diagrams and storyboards to clarify and analyze the app's information and architecture. Afterward, I sketched paper wireframes and then transitioned to digital wireframes, building a low-fidelity prototype to conduct initial usability studies with users and stakeholders.

Wireframes

More "clear" version of wireframes in a digital form. Also all the important pages are added

in it.

On this step I used the Figma design tool to create digital wireframes of all the pages. Then I bonded all of them into the clear and smooth structure.
The goal is to show how all the pages and things interact with each other.

The clear version :

Refining Design

On this step, first I created a static, high-fidelity design (keeping in mind all the conclusions from the previous phase of usability studies) that is a clear representation of the final product.
After that, I created a high-fidelity prototype of the app.

Mockups

These are a high fidelity design that represents a final product

I created all the app pages mockups, incorporating the right design elements such as typography, color, and iconography. I also included captivating and visually appealing images, and developed all the necessary components and elements.
The goal was to demonstrate the final Voo's app in as much detail as possible.

The Final Product

It's the detailed, interactive version of designs that closely match the look and feel of the final product.

I turned my mockups into a prototype that's ready for testing, using gestures and motion, which can help enrich the user experience and increase the usability of the app.

The project schematically :

Outcomes

The redesigned experience launched across desktop and mobile, including new apps on the Apple App Store and Google Play Store.

Broadway incorporated the redesign into its rebrand messaging as an “award-winning online banking experience,” using the improved product as a customer acquisition and trust-building tool.

Ratings:

App ratings increased from 2.4 → 4.8 across both mobile platforms

Award:

The product received the 2020 Omni-Experience in Digital Banking Award from IDC

Contract Renewal:

Broadway Bank renewed its contract, driving continued partnership and revenue for Fiserv