Accenture / Retirement Solutions

Provide a point of view on what a holistic advice offering should look like for retirement plan participants

Challenge & Opportunity

Business Problem: While TSP manages an impressive $1T in assets for 7 million participants, survey data reveals a significant unmet need for financial guidance - signaling a gap in retirement confidence and readiness. Without access to a trusted advice channel, many participants are turning to social media, increasing their exposure to misinformation and financial harm.

Opportunity: Through providing a holistic advice offering, TSP has an opportunity to strengthen lifetime participant relationships while improving overall retirement outcomes

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.

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