01 — Project details
Following the acquisition of First Tennessee Bank, First Horizon embarked on a multi-year website redesign to consolidate digital experiences and support national growth. The goal: unify banking and home loan services into a streamlined, customer-friendly platform.
02 — My role
As part of the digital team, I played a key role in developing the content strategy for FirstHorizon.com. Collaborating closely with the VP of Internet Marketing, I mapped the content roadmap and partnered with design and development to bring it to life across three project phases.
03 — Highlights
Led content strategy for the integration of home loan and banking products
Streamlined navigation and improved user flow to support conversion
Introduced a zip code-based branch locator, later elevated to the homepage
Applied UX best practices to surface high-value tools like contact info and online banking access
This project supported First Horizon’s national expansion while significantly improving the user experience across its digital platforms.
Phase One: Homepage
Phase One: Home Loans section
Phase Two: Homepage
Phase Two: Zip code locator page
The home loans section was incorporated into Firsthorizon.com.
Phase Two: Home Loans section
Phase Three: Homepage
Phase Three: Homepage with built-in locator