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Social Entrepreneurial Bank

Results: 
  • Site traffic up +17% with organic SEO
  • Huge gains in traffic to key products with improved IA & design
    • Investment: +65%
    • Personal services: +142%
    • Business services: +323%
  • Mobile usage up +2,211% reflecting younger target demographic outreach

Nurturing Relationships Online

Using a combination of qualitative and quantitative user-centered research methodologies, we aligned the online experience of this regional bank's clients with their rich offline customer service experience.

Project Goals

  • Attract a younger demographic of 30- to 50-year-olds with emerging wealth.
  • Create a neighborhood bank, high-touch experience online.
  • Communicate the depth and breadth of services of this top-100 bank.
  • Nurturing customer relationships and customer service online.
Challenges: 

  • Information architecture created hurdles for basic usability including account login, product & service description, and contact information.
  • Extensive groups of internal stakeholders were used to information being presented in silos – needed to move to more cohesive information structure for usability.
  • Design did not capture the Bank’s emphasis on personal relationships and accessibility, nor appeal to its target outreach demographic of younger professionals.
  • Content and tone of the site employed extensive jargon and dense language – creating a sense of intimidation in users.
Solution: 

  • Extensive research phase included internal stakeholder interviews, iterative user testing with Bank’s observation, competitive analysis, SEO research, and Google analytics. Result is a thoroughly reworked information architecture.
  • Website redesign (mood boards, wireframes, creative direction, and custom landing pages) creates the emotional bond between client and bank that will resonate throughout their customer experience.
  • Writing for the web training for both staff members and the Bank’s third-party communications agency, with editorial oversight of rewritten copy sitewide.
  • Series of presentations to senior executives to build consensus on redesign and re-architecture.