Recently, Union Bank, introduced a new way for customers to bank via a checking account called Banking By DesignSM . They can now design a personal checking account to meet their individual needs through numerous options–some come at a cost and some don’t, according to a company press release.

Banking by Design is live at this time. Additionally, rolling out in January 2013, customers will be able to complete their account all online. At this time any California resident can make a Banking by Design account, they just need to visit a branch or call to activate the account.

Union bankThey will be offered to new and existing Union Bank customers who can then select the services they want for their checking account online via Banking by Design, or in person at a bank. This comes at a $3 per month cost, but it can be waived with a $250 or more direct deposit in each statement period.

Union Bank offered a few explanations for the new account and one is a response to customer research.

Senior Executive Vice President Pierre P. Habis, head of Community Banking said in the release,

“Banking By Design was created in direct response to consumer research and demand for control and transparency in their banking, and its innovation builds on the idea that today’s consumer expects the ability to customize the products and services that are important to them. Consumers made it clear that they want a fair value exchange – they only want to pay for what they need. Banking By Design delivers on that, and we know this will be a welcome shift for consumers when it comes to their banking relationship with Union Bank.”

There’s also greater customization and transparency with the accounts.

Union Bank Senior Vice President Maha Madain, head of Consumer Deposits and chief designer of Banking By Design said,

“Many categories today require consumers to choose from bundles at a set cost, while other categories, such as the computer industry, have evolved to enable consumers to customize a product based on their needs. With Banking By Design, we are bringing this approach to banking. Banking By Design is the future of responsible, transparent and responsive banking.”

The bank plans an advertising blitz for the new product, including a viral component that will enable customers to create a Banking By Design commercial. There’s an opportunity for it to go live on television next year, according to the company’s press release.

Also buried at the bottom, is a note that the Banking By Design Web site design team from Eleven Inc. includes an Apple Inc. (NASDAQ:AAPL) alum, Michael Neuman, as its Human Factors Engineer.

Does the design look familiar? Take a look.