BMO - Rainbow Deposits

Overview

Each June, BMO celebrates Pride Month with Rainbow Deposits, an annual campaign that encourages customers to personalize their banking experience while supporting a meaningful cause. For every Rainbow Deposit made, BMO donates $1 to Rainbow Railroad, helping support LGBTQI+ individuals facing persecution around the world.

The objective of the redesign was to improve the campaign website by creating a clearer, more engaging experience that encouraged participation and better communicated the campaign's impact. The redesign was to better reflect BMO's branding as well as address existing accessibily and usability issues.

My Role

I was responsible for evaluating and redesigning the campaign experience. My responsibilities included:

• Conducting a heuristic evaluation of the existing website
• Performing a content audit to identify opportunities for simplification and improved messaging
• Redesigning the responsive campaign experience
• Improving content hierarchy and calls to action to create a clearer user journey

Launch Website