Case study · Financial

Persona and pathing strategy behind a self-updating financial website

How Trellist won an RFP to redesign a national financial management firm's website, building persona, pathing, and customer experience strategy first, then a Sitefinity site that pulls data from enterprise back-end systems.

Let’s Talk See the results

Client: National financial management firm
Industry: Financial
Services: Customer Experience & Personalization Infrastructure Engineering Website Development CMS Platforms Integrations

The challenge

Our client is a leader in the financial management space, with offices throughout the US. Its website needed a redesign that reflected who its customers were and how they looked for information.

Keeping a site like this accurate is its own challenge. Much of the content depends on data held in enterprise systems, and manual updates make it easy for pages to fall out of date.

What we did

Working with an agency partner, Trellist won the RFP and led discovery, user experience, and web development.

Discovery and requirements. We ran discovery and produced a high-level requirements document that set a clear scope for the implementation.
Persona, pathing, and CX strategy. Trellist developed a persona, pathing, and customer experience strategy presentation with supporting documentation, mapping how each audience moves through the site.
A responsive Sitefinity website. We delivered the new site on Sitefinity, an intuitive CMS that makes it easy for the team to manage content.
Content fed by enterprise data. The site automatically pulls data from enterprise back-end systems, so content stays refreshed and accurate.

The impact, measured

A successful website implementation, built on a customer experience strategy the client can reuse as the starting point for all of its customer engagement programs.

A site built around its audiences, guided by personas and pathing.
Content that stays current through automatic back-end data feeds.
An easy-to-manage CMS in Sitefinity.
A reusable CX foundation for the client's broader customer engagement programs.

Let’s Talk