During the previous few years, Bank of America quietly created a competitive rate for its auto loan business.  They wanted to redesign their Auto Loans experience to refocus customers on their competitive rates.  After a bit of research, UX determined a simple engagement area that provided the viewer with the 3 most popular rates.  Additional pages were produced to help customers find what ever answers they were looking for.  Once a solid approach was defined, we repeated the flow for each of the other vehicle loan types.  NOTE: As of June 2013, the site saw a 60% increase in traffic to the application and a 30% increase in new loans.  We knew our biggest differentiator was the rate, and the biggest detractor was the web site which was difficult to navigate.  2013 

Note: During our discovery, we found many customers were at the dealership when seeking a better rate.  Unfortunately, Bank of America was not ready to support mobile traffic yet.