BankUnited: Helping small business owners find their next step

Questions, business-owner profiles, and financial-health recommendations for two BankUnited interactives. A case study in content that guides discovery.

BankUnited | Two interactive content experiences

My role: Interactive content writing, question and answer development, business-owner profiles, financial-health pathway outlining, and recommendation copy.

Small business owners bring different goals, working styles, and financial concerns to their banking relationships. For BankUnited, I helped develop two interactive content experiences that gave readers different ways to explore those needs: a business-owner quiz and a financial-health decision tree.

Business-owner quiz question with four answer choices — An approachable starting point. Question and answer content by Leanna E. Lee; client design and development shown.

Different owners. Different stories.

The owner quiz starts with familiar preferences and everyday scenarios. I drafted a bank of questions, four answer choices for each, and an answer legend linking the choices to owner types. I also developed profile narratives around each type’s goals, values, challenges, and approach to growth.

The profiles needed to feel distinct and recognizable. Cultivators focus on systems, efficiency, and creating more time. Connectors build their businesses through trusted relationships. Each result explains an approach to business before inviting the reader to explore further.

The Cultivator result develops the systems-and-efficiency profile.

Connector result with contact invitation and further reading — The Connector result pairs a relationship-focused profile with further reading. Final article selection is not claimed as my contribution.

Different circumstances. Relevant next steps.

The financial-health experience starts with a different question: what does this business need now? My working outline connected questions about resilience, financial concerns, and growth with potential resource categories. I then wrote short outcome blurbs that explained the reader’s situation and why a suggested solution could help.

That explanation changes with the circumstances. A reader ready for growth may need help optimizing cash flow; a reader planning a major purchase may need funding. The copy connects a recognized need with a possible next step.

Treasury Solutions result for a growth-oriented pathway — A growth-oriented path leads to Treasury Solutions and a cash-flow explanation.

SBA 504 recommendation for a major purchase — A major-purchase path leads to an SBA 504 recommendation. Screenshots document the published experience, not financial advice.

The writing behind the experience

Working from the project’s existing audience personas and client brief, I connected three layers: what readers needed, what they could readily answer, and what they would learn at the end. The writing had to be approachable enough to invite participation and specific enough to make the result useful.

Financial-health flowchart introduction and first question — The published decision tree. My early outline informed content pathways; the project team handled final implementation.

Together, the two published experiences show how content can guide discovery through both identity and circumstances. Questions establish the context; profiles and recommendations help readers make sense of it.

Project credits

Created for BankUnited in collaboration with the agency and client teams. My contribution was content writing and development. Visual design, illustration, animation, Ceros implementation, scoring and interaction development, and website integration were handled by the respective design and development teams.

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