At a national financial institution, I supported the redesign of its small business onboarding experience—helping shift the process from a transactional moment to a long-term relationship strategy. The goal was to align product, brand, and service around the idea of the bank as a “connector”—linking clients not just to financial tools, but to expertise, community, and future growth.

Working with product and strategy leads, I co-developed a set of service blueprints, user journeys, and message frameworks grounded in behavioral insights. I conducted interviews with both internal stakeholders and small business clients to understand how onboarding could be more meaningful—and how different users needed different types of support. I also helped craft visual storytelling assets (including journey vignettes and mindset frameworks) that were used to gain buy-in across product, marketing, and leadership.

The final output was a narrative toolkit and future-state experience that was positioned to be rolled out across the bank’s national business platform—setting the foundation for a more relationship-driven client lifecycle.