The Merrill Edge site does not have a strong and clear value proposition, nor is it optimal in driving visitors down the funnel. My team was tasked with rethinking the Small Business retirement solutions website within the context of the small business owner — in the process establishing an experience that leads prospects to the right products. Leveraging situational language and imagery rather than verbatim “bank speak” the new design I proposed and prototyped allows customers to identify and truly understand the services Merrill Edge provides.
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