BMO Harris Wealth Management
Website redesign
Timing
Spring-Summer 2020
Client
BMO Harris (US) Wealth Management
Tools
Sketch, Photoshop
Team
Cameron Ley, CD; Calvin Lai, Copy; Emily Lockhart, Laura Valles and Scott Walsh, UX; Mike Pelchovitz, Producer; Harsha Ashok and Masood Ahmed, Dev Leads
My Role
Art Direction, Design, Digital Production, Visual QA
Context
This site redesign was a refresh of BMO Harris’ Wealth Management division, giving it a more premium feel in order to make them stand out from the rest of BMO Harris’ offerings and to emphasize the higher level of service.
The overall goal was to help widen BMO Harris’ footprint in the US, and to build BMO’s reputation as a thought leader in the Wealth Management realm of the financial world. Their previous site didn’t reflect how BMO Harris wanted to position their brand and offering with customers and prospects, so they felt a redesign was in order.
Process
GALE worked to understand the details of the services offered through stakeholder interviews and questionnaires. We also did a competitive audit to understand the current state of their web presence and overall trends in their industry. GALE used BMO’s design system, but we were able to stray from it in places in order to give Wealth Management a bespoke feel that differentiates them from both their competitors and other services within BMO Harris.
Outcome
The resulting redesigned website provides clients with more detail on the services available, and gives them a sense of transparency for BMO’s process. The site also includes a better mapping of services to a potential client’s needs, to help simplify the complex offerings within the bank.
