The project: Branch Locator Flow

My role: Lead Content Strategist

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

The problem: The content lacked a consistent POV and parity throughout. The filters were not comprehensive. The tone was outdated.

Content goals: 

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. Meet users’ needs while addressing business needs. 

The solution: I developed a content strategy which we nicknamed ‘choose your own adventure.’ The content location, language and design enables users to move throw the experience gracefully, one step at a time, uncovering information as they need it. Additionally, these tenets informed the solution:

1. Order of content

2. User testing feedback for nomenclature

3. Content as educational material