BANKING PRODUCT HUB REDESIGN
Created a better banking experience through strategic content and design systems
Designing a centralized hub that repositioned Ameriprise Bank’s offerings and benefits.
Ameriprise Bank was evolving into a full-service bank, but its digital presence on Ameriprise.com didn’t reflect that shift. I led the content strategy that reimagined the Ameriprise Bank’s digital presence by creating a centralized bank hub and uplifting core product pages.
The result:
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Clearer, more cohesive digital experience
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Deeper user understanding of the bank’s offerings
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Highlighted the value of integrating banking solutions with financial advice
Grounding the work in strategic content design, I led the team in thinking beyond a content rewrite. The focus was on reframing how the bank showed up as a holistic financial experience.
Role
Director of Digital Content
Company
Ameriprise Financial, financial services & investment firm
Project Roles
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Content strategy lead
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UX writer
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Information architect
Deliverables
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Messaging framework
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Page template
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Product style guide
Duration
6 months
DISCOVER
USER NEEDS
Ameriprise Bank had evolved, but its digital presence hadn’t kept pace.
Early discovery focused on understanding both user needs and business goals. Banking content on ameriprise.com lived across disconnected product pages with the content strategy varying across pages. Working closely with bank partners, design and the implementation team, I identified several challenges.
The original experience made it hard for visitors to:
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Understand the full scope of Ameriprise Bank’s offerings
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Compare or explore products efficiently
3.
See how banking products fit into their broader financial picture
4.
Identify a clear next action
Based on these insights, I saw an opportunity to create a content framework that could scale across products while leading with the value to the client.
Original bank web pages
DEFINE
MESSAGING FRAMEWORK
The content strategy was anchored around the principles of clarity, credibility and confidence across every page.
I defined a clear content strategy built around three key principles:
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Lead with benefits, not products
Every page quickly answered the question: How does this help me?
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Create consistency without rigidity
A shared structure would improve usability while allowing product-specific nuance.
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Make the next step clear
Each page needed a clear primary action - whether it was applying for the product, logging in or connecting with an advisor.
IDEATE
WIREFRAME
Ideation focused on translating strategy into intuitive, modular and scalable experiences.
The team established the need for two core deliverables:
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A new Ameriprise Bank Hub that introduced the full suite of banking solutions and:
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Clearly organized products into logical solution categories
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Created sections for personalized content and future product promotions
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A standardized product page template aligned to the site’s design system that prioritized:
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Benefits-focused headlines and introductions
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A persistent right rail CTA that stays visible as users scroll
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During content design exercises, I explored ways to present information that moves users forward without overwhelming them.
PROTOTYPE
LOW-FIDELITY PROTOTYPE
Partnering with the design and product teams, I developed a content ecosystem that enabled wayfinding and increased the section’s relevance - and appeal - to users.
I started with a low-fidelity wireframe that brought the content strategy to life using a structured layout and reusable templates.
Bank hub page
This page serves as the front door to Ameriprise Bank. Partnering with bank business partners, I created a user-friendly page structure that introduced the full suite of product offerings.
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Outlined the benefits of integrating banking and investing
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Used personalization technology to provide customized offers
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Built trust through credentials and a clear connection to the advisor
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Facilitated deeper exploration of bank products
Scalable product pages
The product pages were essential to the banking product journey. I developed a content framework that scaled across products and provided a consistent experience.
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Scannable sections with clear hierarchy
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Impactful headlines focused on financial tasks
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Clear content that built confidence without overwhelming the user
Hub page content strategy
Product page content strategy
TEST
REFINING THE CONTENT
Speed to market was key for this project so validation happened through iterative reviews with cross-functional partners and senior leaders.
The content updates focused on highlighting the benefits of integrating users investing and banking needs.
Feedback was consolidated and applied holistically, ensuring that updates strengthened the overall system instead of creating one-off fixes.
This collaborative approach helped maintain alignment while moving quickly toward launch.
RESULTS
THE PUBLISHED EXPERIENCE
The biggest success factor of this project was the team’s ability to deliver an uplifted experience in 5 months - despite the project’s mid-year addition to the web team’s road map.
The final experience transformed how Ameriprise Bank appears on ameriprise.com.
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A clear entry point that positions the bank as part of a holistic financial offering
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Uplifted product pages with consistent structure, stronger hierarchy and clear next actions
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A scalable content system ready for personalization and future product expansion
Redesigned bank web pages
The work transformed a fragmented set of banking pages into a cohesive experience that feels intentional, modern and client focused.
REFLECTIONS
KEY TAKEAWAYS
This project brought to life the value of product partners, content and UX design working together to create a user-centric web experience.
A key element of this project was forging a new working relationship with the product team. During this process, I learned three key lessons:
Forming partnerships
Involving bank partners in working sessions for both content creation and design implementation helped to build trust and collaboration
Simplifying reviews
Cumbersome reviews could have been avoided by designating one bank point person to facilitate reviews and reconcile feedback.
Creating alingment
Regular communication was key to determining next steps, notifying stakeholders of timeline changes and ensuring alignment between groups.