Driving Growth for a Storied Financial Institution

Commercial & Wealth Digital Experience Strategy

Though the Citizens’ Commercial and Wealth teams have different customers, they had similar site goals to build credibility, increase consideration, and drive leads. However, they had very limited site performance data to understand how users were navigating through the site and what content was the most engaging and compelling to achieve those goals. We partnered with their commercial and wealth teams to first understand their distinct clients' needs and expectations from a digital experience. With the DART team and their in-house research team, we conducted user interviews to identify customer jobs to be done (JTBD). We audited their overall experience and the experiences of over 25 financial services companies, including top banking institutions, to identify gaps, differentiating opportunities, and experiential inspiration.

For both BUs, we developed a strategy led by the user’s financial goals and how Citizen’s approach and expertise could help them achieve the goals.

Scaling a Holistic Digital Strategy Across Business Units

Though our projects were for specific business units, we needed to ensure that our recommendations could scale into a holistic approach for the broader Citizens site experience. We collaborated closely with internal design teams to leverage their existing system, identify opportunities for improvement, and define where net new components were needed. Acting as the strategic lead through design and copywriting, we partnered with the Citizens Commercial team to carry the strategy through into the final experience—aligning teams around a consistent, credible digital presence built to increase consideration and drive leads.