Reimagining Optum Bank: Consumer Experience Redesign

EXPERIENCE lead · +37 point NPS lift

The Optum Bank app and website hadn't been meaningfully updated since 2017. The experience was outdated and difficult to use, and it showed: NPS scores were poor, clients were leaving the business over it, and a steady stream of support calls — an expensive channel — reflected consumers who couldn't get what they needed from the digital experience itself.

I led the redesign, focusing our efforts on the primary jobs to be done for our two largest account holder groups — HSA and Notional — rebuilding the UI and reworking the UX and IA around what those users actually needed to accomplish.

Outcome:

• +37 points in app NPS (since July 2024)

• 28–31% increase in task completion across key user journeys

• 27–52% reduction in post-login call volume across web and mobile

• Sustained 4.8-star iOS App Store rating throughout

Detail 1

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Detail 2

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