Unifying Consumer Banking at Scale
Shipped new iOS app to 600+ Capital One locations
BUSINESS PROBLEM
Fragmented digital tools across Branches and Cafés
Inconsistent customer journeys despite one brand
High operational cost from duplicate platforms
No unified data or scalable retail experience
CHALLENGES
Designing for vastly different customer demographics
Aligning siloed product, design, and engineering teams
Balancing speed vs. long-term platform decisions
Driving change across physical + digital touchpoints
MY ROLE
Led end-to-end design of unified retail platform (Apex)
Embedded in field research with associates and customers
Influenced core product decisions (native vs. web)
Facilitated cross-functional alignment
IMPACT
Launched Apex to 600+ retail locations nationwide
Unified Branch + Café experiences into one platform
Improved associate confidence and customer clarity
Enabled scalable expansion (Money Coaching, LobbyOne)
Unifying Consumer Banking at Scale
Shipped new iOS app to 600+ Capital One locations
BUSINESS PROBLEM
Fragmented digital tools across Branches and Cafés
Inconsistent customer journeys despite one brand
High operational cost from duplicate platforms
No unified data or scalable retail experience
CHALLENGES
Designing for vastly different customer demographics
Aligning siloed product, design, and engineering teams
Balancing speed vs. long-term platform decisions
Driving change across physical + digital touchpoints
MY ROLE
Led end-to-end design of unified retail platform (Apex)
Embedded in field research with associates and customers
Influenced core product decisions (native vs. web)
Facilitated cross-functional alignment
IMPACT
Launched Apex to 600+ retail locations nationwide
Unified Branch + Café experiences into one platform
Improved associate confidence and customer clarity
Enabled scalable expansion (Money Coaching, LobbyOne)
Unifying Consumer Banking at Scale
Shipped new iOS app to 600+ Capital One locations
BUSINESS PROBLEM
Fragmented digital tools across Branches and Cafés
Inconsistent customer journeys despite one brand
High operational cost from duplicate platforms
No unified data or scalable retail experience
CHALLENGES
Designing for vastly different customer demographics
Aligning siloed product, design, and engineering teams
Balancing speed vs. long-term platform decisions
Driving change across physical + digital touchpoints
MY ROLE
Led end-to-end design of unified retail platform (Apex)
Embedded in field research with associates and customers
Influenced core product decisions (native vs. web)
Facilitated cross-functional alignment
IMPACT
Launched Apex to 600+ retail locations nationwide
Unified Branch + Café experiences into one platform
Improved associate confidence and customer clarity
Enabled scalable expansion (Money Coaching, LobbyOne)
The narrative
The narrative
Let's dive deeper into the context of the problem and why it mattered
Let's dive deeper into the context of the problem and why it mattered
Business Context
A Changing Retail Footprint
Capital One had been expanding its physical footprint via its Capital One Cafés in urban markets nationwide while reducing its overall Branch network.
Business Context
A Changing Retail Footprint
Capital One had been expanding its physical footprint via its Capital One Cafés in urban markets nationwide while reducing its overall Branch network.
Business Context
A Changing Retail Footprint
Capital One had been expanding its physical footprint via its Capital One Cafés in urban markets nationwide while reducing its overall Branch network.
New Service Model
Cafés & Branches
Customers saw Capital One as one brand, but internally the experiences diverged. Associates struggled with duplicate tools, customers felt inconsistent journeys, and leadership lacked unified data. I was tasked with designing a solution that worked across demographics, contexts, and devices.
New Service Model
Cafés & Branches
Customers saw Capital One as one brand, but internally the experiences diverged. Associates struggled with duplicate tools, customers felt inconsistent journeys, and leadership lacked unified data. I was tasked with designing a solution that worked across demographics, contexts, and devices.
New Service Model
Cafés & Branches
Customers saw Capital One as one brand, but internally the experiences diverged. Associates struggled with duplicate tools, customers felt inconsistent journeys, and leadership lacked unified data. I was tasked with designing a solution that worked across demographics, contexts, and devices.
Business Context
Dated Tools
Previously there had been several web versions in Cafés of this sort of ebrochure app to helps faciliate conversations between customers and associates.
Business Context
Dated Tools
Previously there had been several web versions in Cafés of this sort of ebrochure app to helps faciliate conversations between customers and associates.
Business Context
Dated Tools
Previously there had been several web versions in Cafés of this sort of ebrochure app to helps faciliate conversations between customers and associates.
Partnering with Design Strategy
Experience Map
At the onset of the project, I partnered with the Capital One Design Strategy team to conduct research. At this stage, I wrote research scripts and conducted interviews with Associates at both Café and Branch locations throughout the country to get a better understanding of how the experience differed in these two locations. This research phase culminated in the shareout of an experience map, which was instrumental in gaining stakeholder buy-in.
Partnering with Design Strategy
Experience Map
At the onset of the project, I partnered with the Capital One Design Strategy team to conduct research. At this stage, I wrote research scripts and conducted interviews with Associates at both Café and Branch locations throughout the country to get a better understanding of how the experience differed in these two locations. This research phase culminated in the shareout of an experience map, which was instrumental in gaining stakeholder buy-in.
Partnering with Design Strategy
Experience Map
At the onset of the project, I partnered with the Capital One Design Strategy team to conduct research. At this stage, I wrote research scripts and conducted interviews with Associates at both Café and Branch locations throughout the country to get a better understanding of how the experience differed in these two locations. This research phase culminated in the shareout of an experience map, which was instrumental in gaining stakeholder buy-in.
User-Testing
Customer Profile
One aspect, in particular, we were looking to test was the customer profile: how much of their personal information would customers feel comfortable seeing during a Branch or Café Associate interaction? To test this, I fabricated a large mock profile where users could remove or add any info they felt was nice (accounts & balances), invasive (SSN#), or simply unnecessary, like social media handles.
User-Testing
Customer Profile
One aspect, in particular, we were looking to test was the customer profile: how much of their personal information would customers feel comfortable seeing during a Branch or Café Associate interaction? To test this, I fabricated a large mock profile where users could remove or add any info they felt was nice (accounts & balances), invasive (SSN#), or simply unnecessary, like social media handles.
User-Testing
Customer Profile
One aspect, in particular, we were looking to test was the customer profile: how much of their personal information would customers feel comfortable seeing during a Branch or Café Associate interaction? To test this, I fabricated a large mock profile where users could remove or add any info they felt was nice (accounts & balances), invasive (SSN#), or simply unnecessary, like social media handles.
Building Concensus
Wireframes
Low fidelity wireframes and prototypes were instrumental in convincing stakeholders that the experience was better built as an iOS app than as a web experience.
Building Concensus
Wireframes
Low fidelity wireframes and prototypes were instrumental in convincinv that the experience was better built as an iOS app as opposed ot a web experience.
Building Concensus
Wireframes
Low fidelity wireframes and prototypes were instrumental in convincing stakeholders that the experience was better built as an iOS app than as a web experience.
User-Testing
Stack Ranking Features in Retail Locations
As I created these wireframes, I went out to our various retail locations to show associates what I had built and gather further feedback. Features of the app which we were unsure whether to include, were stack ranked in order of importance by the end-user. This was an iterative process, that involved a lot of traveling to Boston (Café hub), and Dallas (Branch hub), speaking to customers and associates. Every time I went out and returned with new feedback, the flows became more polished.
User-Testing
Stack Ranking Features in Retail Locations
As I created these wireframes, I went out to our various retail locations to show associates what I had built and gather further feedback. Features of the app which we were unsure whether to include, were stack ranked in order of importance by the end-user. This was an iterative process, that involved a lot of traveling to Boston (Café hub), and Dallas (Branch hub), speaking to customers and associates. Every time I went out and returned with new feedback, the flows became more polished.
User-Testing
Stack Ranking Features in Retail Locations
As I created these wireframes, I went out to our various retail locations to show associates what I had built and gather further feedback. Features of the app which we were unsure whether to include, were stack ranked in order of importance by the end-user. This was an iterative process, that involved a lot of traveling to Boston (Café hub), and Dallas (Branch hub), speaking to customers and associates. Every time I went out and returned with new feedback, the flows became more polished.
Menu Architecture
A Tool for Many Use-Cases
Menu Architecture
A Tool for Many Use-Cases
Menu Architecture
A Tool for Many Use-Cases
The Next Phase
Money Coaching
During this period I also worked on producing material for the Money Coaching initiative within the bank.
The Next Phase
Money Coaching
During this period I also worked on producing material for the Money Coaching initiative within the bank.
The Next Phase
Money Coaching
During this period I also worked on producing material for the Money Coaching initiative within the bank.
The Next Phase
Money Coaching
As I departed we were entering phase 2 of the tool consolidation process, and this time I would be focusing on Money Coaching activities.
The Next Phase
Money Coaching
As I departed we were entering phase 2 of the tool consolidation process, and this time I would be focusing on Money Coaching activities.
The Next Phase
Money Coaching
As I departed we were entering phase 2 of the tool consolidation process, and this time I would be focusing on Money Coaching activities.
The Full Team
Post-Launch Outing
The Full Team
Post-Launch Outing
The Full Team
Post-Launch Outing