Next Best Action (NBA) for Financial Services

I led content strategy and UX writing for the Next Best Action (NBA) program in corporate banking. The goal was to surface timely and relevant products and services to corporate users. My role involved introducing visual and content design practices to a development team and product managers.

Other contributions:

• Content strategy leadership: Defined the voice, tone, and messaging framework for the project, ensuring consistency across offers.

• Cross-functional collaboration: Worked closely with product managers across SinglePoint to understand the value propositions of their products to convey to users; worked with developers to ensure design fidelity; worked with marketing to ensure brand alignment.

• Information architecture: Partnered with a visual designer to map the user journey and created intuitive content models.

• Messaging: Created clear, concise, contextual copy for the user flow.

• Scalability: Created templates to streamline the intake process and help product managers who lacked access to Figma to visualize the design.

  
  

As the first cross-promotional effort on the platform, this project has paved the way for future user engagment through promotional opportunities. Since launch, NBA has performed at a 52% conversion rate for eligible services.