FCSAmerica: Digital Experience PlatformOne platform, four brands, and a new collaboration. Experience and personalization strategy for a multi-brand web presence
A new web experience that became a reason for three associations to collaborate.
At a glanceClient: Farm Credit Services of America · Role: UX strategist · When: 2023–2024 · Team: 25–50 across experience design, digital marketing, Adobe Consulting, IT, and business technology · Services: UX strategy, personalization strategy, audience segmentation
The challenge
FCS America's marketing sites ran on a dated third-party CMS. Updates were slow, nothing could be personalized, and marketing had little view into how people used the sites. Design and development had always lived with outside vendors, so even routine changes meant a vendor ticket.
What I did
Set the UX strategy for moving the sites onto Adobe Experience Manager (AEM) and Adobe Experience Platform (AEP).
Defined the personalization approach: tailoring the experience by customer status, location, and on-site behavior, and deciding which kinds of personalization would actually matter to visitors.
Turned the strategy into an implementation plan with Adobe Consulting, digital marketing, and the internal design team.
Helped bring site design and development in-house after years with outside vendors, on an aggressive timeline.
The result
fcsamerica.com and Frontier Farm Credit launched first, with AgDirect soon after, all on the same platform and page templates.
Every usage metric the team tracked improved after launch, and marketing gained far richer behavioral data than the old platform offered.
AgCountry Farm Credit Services cited the platform as a factor in its decision to collaborate with FCS America and Frontier. Its site followed on the same platform the next year.