Customer Success Story – TD Bank
Providing Financial Education And Advice Leveraging Real-time Personalization And Machine-learning Insights
Designing, Developing And Activating A Robust, Personalized Consumer Experience In Only 8 Weeks
Innovexa was asked by Adobe to help define, design and develop a TD financial advice hub to deliver highly personalized, advice based content to consumers. Supporting a multi-channel, national media campaign during Financial Literacy Month, this project was intended to leverage and extend existing investments and platform technologies to better engage consumers and merchandize TD’s various lines of financial products — supporting improved pull-through and improved new customer acquisition.
The robust Adobe platform stack supporting this initiative included:
Adobe Analytics
Tracking user behavior and content engagement. Reporting and Segmentation.
Adobe Audience Manager
Unifying user profile data from multiple sources for activation.
Adobe Target
Automating content decisioning and targeting — including A/B testing to optimize consumer experiences.
Adobe Experience Manager
Authoring, Managing, and Publishing website content — sharing and standardizing content experience.
Coordinating Multiple Stakeholders And Driving The Digital Design And Development Process
Innovexa was asked to play an integral role in helping define and implement this new financial advice hub for consumers. Innovexa provided digital user experience direction and strategy — collaborating successfully with a diverse set of brand, advertising and content agency partners to define an overall information architecture and engagement strategy that aligned with TD’s new digital consumer experience guidelines and frameworks. This UX strategy included recommendations for maximizing the reuse of existing content and calculator assets within a new, personalized experience that implemented a new segmentation and content strategy developed by the lead brand and content agency partners.
Focussing on a “mobile-first” user experience, Innovexa collaborated closely with TD’s Consumer Experience team to define and finalize a UX model that aligned with corporate standards while supporting the campaign needs of the bank’s marketing teams. Innovexa then oversaw the activation of the new advice hub — functioning as lead AEM developer and coordinating global Adobe resources responsible for configuring the personalization and targeting features in the system.
An Agile, Collaborative Process Driving Successful Activation
Innovexa’s iterative, agile methodology drove quick feedback and decision cycles across the entire design and development process. This allowed for quick decision making on critical items that could be implemented. Existing content assets were ported into a new framework and user experience quickly and efficiently.
"Working closely with the Adobe team, Innovexa was able to help TD complete a successful launch of the client advice hub for all of its core audience segments in only 8 weeks."
About Innovexa Solutions
Innovexa Solutions is a technology consulting firm that helps public and private sector organizations make smart technology choices by demystifying and humanizing technology. Our experienced team use agile customer-centric methodology to ensure client success.
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