Crafting story for product

Background

I participated in a service design effort to revamp M&T Bank's account opening process for small businesses. Partnering with a service designer, I built a landing page to showcase a new initiative: The Business Success Squad. The goal was to rewrite the account opening story and address negative customer feedback. We used this landing page to showcase to stakeholders what the offering would entail.

What I did

Identify problems to solve

Customers expressed frustration with a difficult process in which they had limited access to information. If they called the contact center for help, they found that customer care employees had no access to their history. So customers spend a lot of time giving different people the same background information about their case.

Build out value propositions

To highlight the urgency of solving this issue for our customers. I built off the M&T slogan, "Understanding what's important," to introduce the first value proposition of the initiative. The Business Success Squad exists to give customers back their time.

The second value proposition stemmed from research. We knew that business owners wanted a balance between concierge and business partner, so I emphasized that the Business Success Squad performed two main functions.

1. They're here to help answer your questions, whenever you have them.

2. They anticipate your needs and help you reach your goals.

Throughout it all, the business owner has the power.