SCOTIA ADVICE+
ADVICE IN PRACTICE ON SCOTIABANK.COM
Advice+ was created to bring Scotiabank’s vision of becoming a “bank of advice” to life. It brought financial education, practical guidance, and access to advisors together in one consumer-focused experience.
Customers could find step-by-step financial guidance, advice tailored to different life stages, help with everyday banking tasks, and direct access to Scotiabank advisors, connecting digital education with human support when they needed it.
Role: Team lead, UX, design strategy, research
Defining the Experience
The strategy established where Advice+ would live within Scotiabank’s digital ecosystem, supported by five experience principles: approachable, informed, relevant, desired, and actionable.
These principles guided how advice would be presented, discovered, and connected to customers’ needs.
From structure to experience
A flexible content experience connected financial education with relevant products, related advice, and clear next steps, while keeping the customer's immediate needs at the centre.
Advice landing page and educational content throughout articles.
advice+ In practice
Advice+ brought the strategy to Scotiabank.com through a central destination for financial guidance, extending relevant advice into customer journeys and connecting educational content with practical next steps.
To see more go to Scotia Advice+