As the sole designer on a cross-functional team new to design practices, I led the content strategy for the Next Best Action initiative aimd at improving personalized customer engagemnt in corporate banking products and services. My role involved introducing visual and content design practices to a team of product managers and developers and doing thorough discovery to align on user needs, business goals and content requirements and opportunities.
I worked with another designer to map the user journey and then created a scalable framework for product messaging. Through close collaboration with stakeholders, I hleped shift the team's mindset from feature-first to user-first, ensuring the experience was clear, contextual and actionable.
As the first cross-promotional effort on the platform, this project paved the way for future user engagment in promotional opportunities