BMO: About Us Redesign

Overview

BMO's About Us section had grown over time, resulting in inconsistent content, unclear navigation, and an experience that no longer reflected the brand. The goal was to redesign the entire section by creating a scalable content strategy, simplifying the information architecture, and aligning the experience with BMO's Personal Banking design system.

Rather than redesigning individual pages, the project focused on building a flexible templates and reorganizing content to improve the user experience today while supporting future content governance.

The Challenge

The existing experience had become difficult to navigate and lacked a cohesive brand story. Content was fragmented, audiences weren't clearly addressed, and the section had no consistent structure for future growth.

The project aimed to:

• Refresh BMO's brand story and messaging
• Improve navigation and reduce bounce rates
• Better serve multiple audience groups
• Establish a scalable content strategy and governance model

Discovery

To understand both user and business needs, the team conducted research and a content analysis. Activities included:

• Heuristic evaluation
• Competitive analysis
• Content audit
• Stakeholder workshops
• IA planning

The content audit identified which pages should be retained, merged, or removed, while stakeholder workshops helped define the priorities and audiences the new experience needed to support.

Design

With a new information architecture established, we restructured the entire About Us section around a modular content system.

The team identified the content types, components, and page structures required to support every use case across the site. We created low-fidelity wireframes before leveraging BMO's design system to produce responsive high-fidelity templates across 4 breakpoints.

Once the template library was finalized, every page in the section was mapped to the appropriate template, creating a scalable foundation for future content creation and maintenance.

My Role

Working alongside the Lead UX Designer, I helped define the modular template system that became the foundation of the redesigned About Us section. My responsibilities included:

• Defining reusable page templates and content modules
• Establishing template rules and content behaviors for various use cases
• Creating low- and high-fidelity wireframes
• Mapping existing pages to the new template system
• Ensuring templates were flexible enough to support current and future content needs while remaining consistent with BMO's design system

THE TEAM
Erin Howes Account Lead
Katie Hrycak Lead UX/UI Designer
Lara Goldsmith UX/UI Designer
Maia Spetter Integrated Producer
Paul Hanlon Strategist