Bank of America/Merrill Lynch was seeking a compelling concept for the redesign of their business-to-business Retirement & Benefits Online Services devision. The driving inspiration here was to develop solutions, personalized and tailored to individuals searching online who might imagine how the lives of their employees would be different when using BofA/ML services over the competition.
The entry funnel was determined by two possible markets. Buyers who knew what they wanted, and were seeking specific services based on their needs. And prospects interested in BofA/ML and what their value proposition as a brand was. Depending on what message the user identified with, they would be presented with the services of BofA/ML differently.
We asked users questions about what products they were seeking, in quick, bit-sizes. This enabled us to save them time, and learn a little more about our audiance simultaniously.
BofA/ML also was seeking ways for users to be pulled in through social campaigns. We considered scenarios for how users might dive deep into content via tweets specific to their interests. Leveraging important thought leadership written regularly by their teams.