Over a four-year partnership with M&T Bank, I helped lead the strategy and execution of a broad digital transformation—delivering personalized user experiences across campaign, product, and account-based journeys.
Our UX work spanned the full lifecycle: user research, persona development, journey mapping, wireframing, prototyping, usability testing, and responsive UI design. We supported segmentation strategies using location, behavior, and financial profile data to tailor content and interface design to distinct audience groups.
As M&T’s primary digital experience partner, we led the ongoing redesign and evolution of mtb.com and Wilmington Trust’s website, implementing scalable component libraries and accessibility-compliant design systems. In parallel, we provided creative direction and UX support for M&T’s performance marketing campaigns, ensuring consistent user journeys from media to conversion.
Our role extended across product marketing, web platform architecture, and conversion rate optimization—positioning the UX team as an embedded partner driving measurable outcomes across the organization’s digital landscape.
