OTIPRefresh the OTIP brand to modernize and appeal to new clients
Business Problem & Objective
Business Problem: The bank’s current site fails to communicate the sophistication, credibility, and competitive parity they wish to project. It lacks clear journeys, cross‑LOB connectivity, and intuitive next steps, while content and structural limitations prevent it from meeting modern digital standards.
Objective: Conduct a 6-week Discovery & Design phase focused on understanding user needs and stakeholder goals to ensure all future work is grounded in a holistic, service design-led approach. Design an experience where customers receive a credible, sophisticated digital experience that matches top-tier firms with consistency, trust, and clear storytelling are essential across channels.
What We Did
Created a E2E Service Design & Website Modernization Discovery Readout synthesizing stakeholder interviews, competitive benchmarks, personas, and journeys to establish core themes.
Designed and iterated upon Homepage, top‑level pages for Business Banking, Investment Banking, Private Banking, Treasury, Brand Promise, Tombstone/Case Study cards, and the in‑page lead‑capture highlight.
Conducted a Content Audit & Analysis of 74 webpages to identify gaps, opportunities across journeys, messaging, content strategy, and SEO. Recommended a persona-driven experience with stronger storytelling, improved CTAS, richer formats, and targeted SEO optimizations.
Outlined a three-phase roadmap (Discover/E2E Service Design , Define & Design & Build) to guide planning and delivery of future Epics.
Outcomes
Provided thought leadership and industry-led POVs regarding Navigation, SEO, and feature recommendations.
Enablement for future phases with a roadmap approach driven by future-state focus areas: Navigation, Brand Promise, Validation via Tombstones, & Lead Capture.
Leveraged stakeholder interviews to uncover key themes for future-state vision:
Credibility and Sophistication are Key: The digital presence should validate the bank’s credibility and signal parity with top-tier firms.
Clear, Consistent Storytelling Across Channels: Messaging must align between in-person and digital touchpoints to reinforce trust and continuity.
Client-Centric Solutions and Trust Signals: Demonstrate how the bank’s solves complex problems with bespoke solutions.
Technology Forward, Easy Navigation: Position the bank as innovative yet stable, ensuring intuitive navigation, scannable content, and future-proof terminology.
Tailored Journeys & Integrated Offerings: Highlight integrated pathways between investment banking and private wealth to emphasize cross-sell advantages.