The Project:  Redesign of the Branch Locator Experience for U.S. Bank

My role: Lead content strategist

The team: Visual interaction designer, content strategist, experience architect, SEO specialist,  researcher, product owner, scrum master, accessibility consultant and developers.

Key contributions: Competitive and research analyses, ideating and concepting, content strategy, design logic, project tracking, global alignment, synthesizing stakeholder feedback and presenting to leadership. 

Duration: May 2021-Aug 2022

Tools: Figma, Sketch, InVision Studio, Jira and Mural

  1. The content lacks a consistent POV and parity. 

  2. The filters are not comprehensive.

  3. Tone and voice are outdated. 

  4. There are too many screens.

The problem:

  • Lack of understanding around the ‘make an appointment’ flow

  • Unsure of what’s offered at the bank

  • Unsure of ways to bank

  • Unsure of how to access products

User pain points:

  1. To allow users to move freely through the experience, find what they want, when they want it. 

  2. Educate users on what it means to be a U.S. Bank customer.

  3. Utilize our Google API feed and increase SEO value.

  4. To meet users’ needs while addressing the business needs.

Content goals: