InfuseDX Content and Go-to-Market Strategy
Award-winning content design and go-to-market strategy for BBH’s fintech product launch, servicing 20,000+ new users.
CONTENT DESIGN
STRATEGY
SHIPPED
UX RESEARCH
August 2023 – December 2023
CONTEXT
InfuseDX is fintech software from Brown Brothers Harriman (BBH) that helps their banking clients view and automate financial data reports.
To enable faster and more informed decision making for its clients, the application offers a modernized interface, expanded data offerings, and cross-product functionality with its broader client portal, Infuse.
With the app’s UX/UI technically complete, I was tasked with leading a comprehensive delivery plan to ensure long-term ROI on BBH’s investment once the product was in users’ hands.
THE SOLUTION
I delivered InfuseDX to 20,000+ clients through a go-to-market strategy with my solutions in content design, interface design, and project management.
I designed onboarding features to foster adoption of InfuseDX, a key piece to GTM success.
To ensure users adopt the product after delivery, I designed additional on-screen components that helped clients get started quickly, build proficiency, and harness the value of the firm’s technology.
InfuseDX’s communication strategy met users’ key informational needs throughout the product launch.
From in-app content design to marketing emails, my thorough approach to creating informational content met the needs of the app’s wide range of stakeholders.
MY ROLE
As a senior product analyst, I stepped into a wide range of UX roles to define how clients would be introduced, delivered, and onboarded to InfuseDX.
I led changes in both content design and UI to help new users get started.
I fostered adoption of InfuseDX through intuitive beginner-friendly UX, rather than a rigid onboarding flow.
I authored client-facing marketing copy to support the customer experience.
Sequencing the release of these written deliverables helped users understand the application’s value proposition and anticipate changes to their workflows.
I de-risked InfuseDX’s launch through my usability research insights and cross-team facilitation.
From designer to PM, I served multiple roles to ensure a cohesive go-to-market strategy.
IMPACT
The launch of InfuseDX was a key milestone of my firm, winning a global award and contributing to an annual 98% client retention rate.
InfuseDX was named 1 of 8 highlights in BBH’s annual report.
This recognition contributed to 20 new client relationships and 300 new mandates, emphasizing the firm’s growing strength in its digital solutions.
InfuseDX won a gloabl industry award!
Though a collective achievement shared with my colleagues, my delivery of InfuseDX to clients was a key factor in BBH winning the 2024 Global Custodian Leaders in Custody Award.
BBH leadership trusted my go-to-market strategy for subsequent projects.
Senior leadership later entrusted my team to lead Infuse’s multi-factor authentication rollout — demonstrating confidence in our content design, UX solutions, and overall project management.