BNY Mellon's Wealth Management team wanted to know how to position themselves to better appeal to high-net-worth individuals in a changing technological ecosystem. They also wanted help executing their new strategies.
First, I used Dentus-Aegis's Consumer Connection System to detail several different personas representing different types of customers in BNY Mellon's target market.
Using the personas as a guideline, I then performed two detailed competitive assessments, one showing how their competitors market themselves, and another showing how their competitors' service offerings differ from BNY Mellon's.
The result was a comprehensive slide deck detailing BNY Mellon's position in the market, both presently and aspirationally, and a plan for how BNYMWM could achieve its goals given its timeline and budget.
As part of the implementation phase, I acted as the Information Architect to restructure the content of the BNYMWM home page and redesign and validate the structure of the Location pages (e.g. Boston) on existing site.