Developing a content strategy to improve onboarding

Core competencies

The process

The ask

To increase client satisfaction, Ameriprise Financial wanted to improve its digital onboarding experience. I was tasked with creating an onboarding experience on the app to guide new clients through Ameriprise’s digital tools.

Content strategy planning

  1. Content inventory and audit: I mapped the entire onboarding journey from a prospect user to a registered client and assessed the content with stakeholders.

  2. Stakeholder interviews: I met with stakeholders to understand business objectives and created content acceptance criteria that informed the UX strategy.

  3. Market research: I pulled from market research insights and consumer feedback to contribute to the shared vision of the project.

Content acceptance criteria

The content acceptance criteria was reviewed and aligned on by stakeholders, helping me understand what the copy needed to accomplish. I started with a user statement and followed with how the copy would achieve the goals set in the user statement.

Note: The content acceptance criteria pictured above is the final version. As the project went on, more details were uncovered and is reflected in the iterations :)

First iteration

To introduce users to the onboarding journey, there were two approaches I tried. I leaned onto existing messaging around the benefits of digital tools. The copy subtly welcomes clients to match tone & voice of Ameriprise.

I showed a couple of iterations to stakeholders so they can have touch points throughout creation:

  • Left screen: Copy takes on a personalized approach and let users know what actions need to be taken.

  • Right screen: Copy is static with no personalization but still invites the user to onboard. This would be easier for technical implementation. I play around with button copy.

Feedback I’d heard from stakeholders:

✔️ They liked the personalized approach to introduce clients to onboard.

🛠️ They suggested shifting emphasis from digital tools to the larger goals of this user group.

🛠️ Content felt too cold. They suggested I deviate from tone & voice to something more human as this experience is one of the user’s first impression of Ameriprise.

Second iteration

With stakeholder feedback, I got context into how this project fits into the larger onboarding experience. These users are still onboarding to Ameriprise so the benefit statement should be tailored to their goals.

The content moves away from the benefits of using digital tools and leans into the benefit of setting up digital tools, making for a more compelling case to learn more. I play it safe with welcoming tone to keep the experience as concise as possible.

Feedback I’d heard from stakeholders:

✔️ They still feel good about how the experience invites clients to onboard.

🛠️ This feels more on track but something is missing.

✔️ Experience feels welcoming and not overwhelming.

Third iteration

The stakeholders had the larger project vision in mind so we had another conversation to understand how the experience could tie into their strategy. This helped me understand the user group and the business objectives at large.

The copy was updated to emphasize the users decision to choose Ameriprise and how to set them up to stay with the firm for a long time.

Reflection

This project taught me how important it is to understand business objectives and how to be curious about feedback given. I only work on the digital product side and collaborate with stakeholders who are seeing the experience end-to-end, outside of digital, was eye opening. It has helped me be a better communicator with other teams, understanding how our perspectives together can help build a better experience.

Iterations

Takeaways

Deliverables

This project highlights my ability to develop a content strategy that meets business objectives and user needs.