The Challenge


E*Trade provides financial services for individuals and institutions that invest online.

$60B Fortune 500 company needed to rethink their strategy. They had once been on the cutting edge of innovation but growth had slowed, they had taken their eye off the ball and they weren’t attracting the right customers. They needed to transform through digital and connect with a younger audience to fuel long-term growth.

Our Approach

We started with a digital strategy that turned into a long-term partnership, where we led a team focused on the next generation of products and experience.

1. Digital Strategy

  • Customer research and target audience identification
  • Competitive SWOT
  • Creative thinking on innovative strategies and programs
  • Revenue projections and data analysis
  • Presentations to board and exec teams

2. Innovation Leadership

  • Managed internal team charged with digital innovation
  • Led innovation and design thinking practices across the digital, product and marketing teams
  • Journey mapped the customer touchpoints to surface new ideas for better experiences
  • Workshopped design thinking exercises to bring ideas to life

3. Agency Management

  • Led external product design agency including contract negotiations, scope definition
  • Communicated regular progress with exec team
  • Managed the day-to-day to keep the agency on track

4. Experience Design Thinking & Leadership

Experience concepting, design, testing and development

  • Led build out of new product experiences for mobile and online channels
  • Created feedback loop and managed user testing with actual customers, as well as prospective, younger customers
  • Created beta and roll out plans
  • Managed products through development and into production

The Results

Digitally-Focused Path

Set the company on a new, digitally-focused, competitive path

Innovative Product Experiences

Created innovative product experiences to capture new target customers and increase market share

Fostered Team Collaboration

Accelerated team results and fostered collaboration cross-organizationally

Client’s Response

I had the honor and privilege to have Michelle run a strategic, digital team for me for over three
years. She was my “right hand”, and though in a consulting capacity, always gave more than
full-time in her time, thought, passion and approach. She has a wisdom and calmness about her
that prevents overreaction by either her, or her team. Her decision making process is based on
listening, asking questions, and ultimately coming to a decision based on facts. This wisdom
and demeanor allow her to be an effective leader, and reduces what is commonly known as
‘noise.’Michelle has a keen sense of creativity that she demonstrates on a daily basis. Her focus
never wavers from creating the best possible user experience, and always keeps the customer
experience at the forefront of any decision. Additionally, she is adept at communicating to all
organizational levels. She earns the respect of her reports and her peers by maintaining the
highest level of professionalism, and her understanding of the issues and subject matter.
Michelle is uncanny in her abilities to distill large issues and detailed data into digestible formats
to present to C-Level leadership and others in the organization. And, in closing, Michelle Heath
is an absolute asset to any organization she is associated with. It is without any hesitation that I
would recommend her, and I would add that I would welcome the opportunity to work with her

John MatosSVP Digital Strategy