Overview
In the fast-paced world of financial services, Ameriprise Financial faced a critical challenge: its digital presence failed to reflect its century-long legacy of personalized financial solutions. With a website that blended into the crowd, Ameriprise risked losing potential clients and underserving existing ones. As a Design Director at EY, I helped lead a strategic partnership to transform Ameriprise’s online persona. This case study reveals how our collaboration aligned Ameriprise’s digital footprint with its true identity, setting the stage for enhanced client engagement in the digital age.a
The Challenge: Ctrl+Alt+Rebrand
Ameriprise Financial, a Fortune 500 company with over 120 years of history, faced a critical challenge in the digital age. Their website wasn’t effectively showcasing their strengths or differentiating the company in the competitive financial services landscape. In a world where first impressions are increasingly made online, Ameriprise’s digital presence was falling flat.
The site felt generic – indistinguishable from countless other financial services companies. It failed to communicate Ameriprise’s unique value proposition or showcase their personalized, client-centric approach. Prospects were left confused about what made Ameriprise special while existing clients weren’t discovering the full range of services available to them.
Most significantly, the website was actively undermining Ameriprise’s brand. While company leaders spoke passionately about tailored financial solutions and deep client relationships, the website told a different story – one of corporate anonymity and cookie-cutter services.
To address these challenges, Ameriprise partnered with EY to develop a new digital strategy and enhance their user experience.
+ User Research
+ Stakeholder Interviews
+ Competitive Analysis
+ UX Assessment
+ Information Architecture
+ Interaction Design
+ Content Strategy
+ Visual Design Concepts
+ Personalization & Strategy
+ Implementation Roadmap
A Blueprint For Transformation
Here’s what our research and strategy work identified:
- A blueprint for a website that truly reflects their brand and value proposition
- A clear path to differentiation in the crowded financial services digital landscape
- Improved user experiences designed to convert prospects and engage clients
- A roadmap for ongoing digital evolution and improvement
This project underscored a crucial lesson for modern businesses: your digital presence must authentically reflect your brand’s core values and offerings. For Ameriprise, we bridged the gap between their true identity – a provider of personalized, relationship-driven financial solutions – and their online persona.
By aligning Ameriprise’s digital strategy with their fundamental strengths, we set the stage for a website that doesn’t just inform, but engages, converts, and builds lasting relationships. In today’s digital-first world, that’s not just an improvement – it’s a competitive necessity.
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