The Bank of advice
standardizing advice content across scotiabank channels
Scotiabank had advice and help content spread across multiple channels, creating a fragmented experience for customers moving between public and authenticated products.
Based on research and Scotiabank’s positioning as the “friendly bank,” I proposed a broader Bank of Advice strategy, using advice to extend the customer relationship beyond everyday transactions.
Role: Team lead, UX, design strategy, research
Defining the advice strategy
As part of the strategic phase, I developed an Advice Framework that defined what advice should mean for Scotiabank, how it should show up across channels, and the principles used to evaluate it.
The framework established the broader “Bank of Advice” vision and provided a shared direction for teams designing and delivering advice across the organization.
Auditing the financial education landscape
We audited Scotiabank’s existing financial content alongside other financial education experiences to identify gaps and understand what made advice useful, approachable, and actionable.
Mapping the opportunity across channels
The opportunity extended across Scotiabank’s ecosystem; Help, Community, and Scotia.com and included authenticated banking experiences and emerging channels.
We mapped the ecosystem to understand where advice lived, where experiences were disconnected, and where a shared approach could create greater consistency.
outlining the content models
Working across teams, we explored how advice could be structured, connected, and reused across channels.
This led to a shared set of content models for articles, help content, tips, explainers, CTAs, search results, and other forms of guidance, creating a common foundation rather than designing each channel independently.
Scaling the system
The framework was translated into a scalable publishing model. Legacy content could be rewritten, structured using the new content models, managed through the CMS, and published as reusable components across customer experiences.
Expanding the relationship
The work established the foundation for a broader Advice Network, connecting customers, their money, and the bank through relevant guidance delivered across the Scotiabank ecosystem.
It shifted advice from a collection of disconnected content into a shared system for building deeper customer relationships beyond transactions.
