BNY Mellon Wealth Management

BNY Mellon Wealth Management


Synopsis

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.


My Contributions

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.


Competitive Assessment detailed ratings
Competitive Assessment 2D Graph