Preferred Rewards
In 2016, just after the mobile app redesign, Bank of America was looking to engage customers in mobile on its way to reach the goal of #1 banking app in US. The primary target was the preferred customers; who have a current balance of 30K and above. PROBLEM
Stagnated account balances
The less number of active customers indicated that "customers have no idea about their benefits they enjoy based on their account balance and how improving it could lead to more benefits"
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