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D I A L O G U E T H E O R Y
Best Practices for Financial Services Web Design
How to Build a Better Bank Website
www.dialoguetheory.com
chris@dialoguetheory.com
Best Practices in Online Banking
D I A L O G U E T H E O R Y
1. A few things to understand about web design
2. Banking and the web in 2015
3. Building a strong foundation
4. Case Study: Chemical Bank
5. Questions?
A few things to understand
about web design
D I A L O G U E T H E O R Y
A FewThings to Understand About Web Design
D I A L O G U E T H E O R Y
Information can be art, and therefore demands a
thoughtful, present approach.
A FewThings to Understand About Web Design
D I A L O G U E T H E O R Y
Great design is born out of research and close
collaboration, and it is crystallized by a relentless
pursuit of excellence.
A FewThings to Understand About Web Design
D I A L O G U E T H E O R Y
Web design is an organic process. New ideas and
changes in direction are opportunities to sharpen a
story, not roadblocks to completing it.
Banking and the web in 2015
D I A L O G U E T H E O R Y
Best Practices in Online Banking
D I A L O G U E T H E O R Y
Confidence and trust are paramount
 Banking – especially online – is a closely personal experience: be
personal
 Privacy and security concerns abound
 Driving confidence in the brand is as important as delivering an
excellent user experience
Best Practices in Online Banking
D I A L O G U E T H E O R Y
Expectations are changing
 Online services and apps
such as Mint.com and
Simple.com are building a
heightened level of
expectation from customers
about what it means to
manage finances online
Best Practices in Online Banking
D I A L O G U E T H E O R Y
Domain expertise should transcend your domain
 Consumers are looking to be
educated – be a domain expert
 Making valuable content sharable
will extend your reach – and
credibility
 Designing around “social
artifacts” like infographics
enables conversation
Best Practices in Online Banking
D I A L O G U E T H E O R Y
Responsive is crucial
 Mobile devices are ubiquitous
 It’s no longer a value add, it’s a
requirement
 A responsive site will adapt well
to all devices
 The investment is amortized
Banking and theWeb
D I A L O G U E T H E O R Y
Best Practices in Online Banking
D I A L O G U E T H E O R Y
Aesthetics and user experience drive perception
 Flash, gradients, and gratuitous drop shadows are out
 Minimalism and purpose-driven design are in
 Simple, clear readable navigation
 Perfection in typography and imagery
 Crafting the experience to customer segments and user’s goals
 Aligning look and feel to your organization’s identity
 [CONSISTENCY IN BRAND/ALIGNMENT, MULTI-CHANNEL]
Banking and theWeb
D I A L O G U E T H E O R Y
 Minimalism is
bold and conveys
confidence
 Value proposition
is front and center
 Design is
immaculate
 Strong calls to
action focus user
on goals
Banking and theWeb
D I A L O G U E T H E O R Y
 Efficiency of information
and navigation is key
 Beautiful photography
keeps visual interest
 Interactivity subtly builds
ownership
 Contact and help options
are clear
Banking and theWeb
D I A L O G U E T H E O R Y
 Combination of
photography and
graphics create depth
 Navigation is
untraditional but
immediately intuitive
 Customer testimonials
convey credibility
 Big prompts
immediately involve
user in process
Building a strong foundation
D I A L O G U E T H E O R Y
TheTeam
D I A L O G U E T H E O R Y
• Project owner
• What key stakeholders will you involve in the process,
and what will be the level of involvement?
• What other third-parties need to be involved?
and
• A good project manager makes the magic happen.
The Story
D I A L O G U E T H E O R Y
• What does your brand stand for?
• How was your bank founded?
• What are your strengths – what makes you
remarkable?
Technology
D I A L O G U E T H E O R Y
• What content management system will be used?
• What third-party solutions need to be integrated?
• Online banking
• Application
• Calculators
• Maps
• Social media/marketing applications?
The Goals: High-Level
D I A L O G U E T H E O R Y
“Re-invigorate the consumer experience by upgrading the current, older
design”
“Fuel increased customer engagement and amplify lead generation by
making the website a destination.”
“Empower marketing to drive website changes and act rapidly on
market opportunities.”
“Increase services per household by helping customers see how our
various offerings work together.”
The Goals:Tactical
D I A L O G U E T H E O R Y
“We have 500 pages of content that needs to be migrated.”
“Compliance requires specific disclaimers across the website.”
“We support several key industries that we want to highlight.”
Case Study: Chemical Bank
D I A L O G U E T H E O R Y
The Bank
D I A L O G U E T H E O R Y
Chemical Bank has a legacy
 The brand is 95 years strong
 Second-largest Michigan-based bank
 Strong community focus
 Excellent customer service powered by local-decision making and
buttressed by financial strength
The site
D I A L O G U E T H E O R Y
The site
D I A L O G U E T H E O R Y
Discovery
D I A L O G U E T H E O R Y
 Onsite kickoff
 Project Management
 Content/Technical Audit
 Stakeholder Interviews
 Voice of Customer
 Competitive Analysis
 DATA:
 Web Analytics
 Published Research
 SEO and traffic data
Wireframing
D I A L O G U E T H E O R Y
 Sitemap / Information
Architecture
 Functional Requirements
 Wireframes
Wireframing
D I A L O G U E T H E O R Y
 Sitemap / Information
Architecture
 Functional Requirements
 Wireframes
Design
D I A L O G U E T H E O R Y
 Typography, color, custom
graphics and iconography
 Homepage design
concepts
 Design of inner pages
4. Development
Our Approach
D I A L O G U E T H E O R Y
 Development onto Percussion CM1
 OWASP alignment/review
 Content population
 QA/Testing: IE, Firefox, Chrome, Safari, smartphones, tablets
 Delivery of live site
 Delivery of assets and implementation walkthrough
Before:
D I A L O G U E T H E O R Y
After
D I A L O G U E T H E O R Y
After
D I A L O G U E T H E O R Y
After
D I A L O G U E T H E O R Y
After
D I A L O G U E T H E O R Y
Questions?
D I A L O G U E T H E O R Y
www.dialoguetheory.com
chris@dialoguetheory.com

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How to Build a Better Bank Website: Best Practices for Financial Services Web Design

  • 1. D I A L O G U E T H E O R Y Best Practices for Financial Services Web Design How to Build a Better Bank Website www.dialoguetheory.com chris@dialoguetheory.com
  • 2. Best Practices in Online Banking D I A L O G U E T H E O R Y 1. A few things to understand about web design 2. Banking and the web in 2015 3. Building a strong foundation 4. Case Study: Chemical Bank 5. Questions?
  • 3. A few things to understand about web design D I A L O G U E T H E O R Y
  • 4. A FewThings to Understand About Web Design D I A L O G U E T H E O R Y Information can be art, and therefore demands a thoughtful, present approach.
  • 5. A FewThings to Understand About Web Design D I A L O G U E T H E O R Y Great design is born out of research and close collaboration, and it is crystallized by a relentless pursuit of excellence.
  • 6. A FewThings to Understand About Web Design D I A L O G U E T H E O R Y Web design is an organic process. New ideas and changes in direction are opportunities to sharpen a story, not roadblocks to completing it.
  • 7. Banking and the web in 2015 D I A L O G U E T H E O R Y
  • 8. Best Practices in Online Banking D I A L O G U E T H E O R Y Confidence and trust are paramount  Banking – especially online – is a closely personal experience: be personal  Privacy and security concerns abound  Driving confidence in the brand is as important as delivering an excellent user experience
  • 9. Best Practices in Online Banking D I A L O G U E T H E O R Y Expectations are changing  Online services and apps such as Mint.com and Simple.com are building a heightened level of expectation from customers about what it means to manage finances online
  • 10. Best Practices in Online Banking D I A L O G U E T H E O R Y Domain expertise should transcend your domain  Consumers are looking to be educated – be a domain expert  Making valuable content sharable will extend your reach – and credibility  Designing around “social artifacts” like infographics enables conversation
  • 11. Best Practices in Online Banking D I A L O G U E T H E O R Y Responsive is crucial  Mobile devices are ubiquitous  It’s no longer a value add, it’s a requirement  A responsive site will adapt well to all devices  The investment is amortized
  • 12. Banking and theWeb D I A L O G U E T H E O R Y
  • 13. Best Practices in Online Banking D I A L O G U E T H E O R Y Aesthetics and user experience drive perception  Flash, gradients, and gratuitous drop shadows are out  Minimalism and purpose-driven design are in  Simple, clear readable navigation  Perfection in typography and imagery  Crafting the experience to customer segments and user’s goals  Aligning look and feel to your organization’s identity  [CONSISTENCY IN BRAND/ALIGNMENT, MULTI-CHANNEL]
  • 14. Banking and theWeb D I A L O G U E T H E O R Y  Minimalism is bold and conveys confidence  Value proposition is front and center  Design is immaculate  Strong calls to action focus user on goals
  • 15. Banking and theWeb D I A L O G U E T H E O R Y  Efficiency of information and navigation is key  Beautiful photography keeps visual interest  Interactivity subtly builds ownership  Contact and help options are clear
  • 16. Banking and theWeb D I A L O G U E T H E O R Y  Combination of photography and graphics create depth  Navigation is untraditional but immediately intuitive  Customer testimonials convey credibility  Big prompts immediately involve user in process
  • 17. Building a strong foundation D I A L O G U E T H E O R Y
  • 18. TheTeam D I A L O G U E T H E O R Y • Project owner • What key stakeholders will you involve in the process, and what will be the level of involvement? • What other third-parties need to be involved? and • A good project manager makes the magic happen.
  • 19. The Story D I A L O G U E T H E O R Y • What does your brand stand for? • How was your bank founded? • What are your strengths – what makes you remarkable?
  • 20. Technology D I A L O G U E T H E O R Y • What content management system will be used? • What third-party solutions need to be integrated? • Online banking • Application • Calculators • Maps • Social media/marketing applications?
  • 21. The Goals: High-Level D I A L O G U E T H E O R Y “Re-invigorate the consumer experience by upgrading the current, older design” “Fuel increased customer engagement and amplify lead generation by making the website a destination.” “Empower marketing to drive website changes and act rapidly on market opportunities.” “Increase services per household by helping customers see how our various offerings work together.”
  • 22. The Goals:Tactical D I A L O G U E T H E O R Y “We have 500 pages of content that needs to be migrated.” “Compliance requires specific disclaimers across the website.” “We support several key industries that we want to highlight.”
  • 23. Case Study: Chemical Bank D I A L O G U E T H E O R Y
  • 24. The Bank D I A L O G U E T H E O R Y Chemical Bank has a legacy  The brand is 95 years strong  Second-largest Michigan-based bank  Strong community focus  Excellent customer service powered by local-decision making and buttressed by financial strength
  • 25. The site D I A L O G U E T H E O R Y
  • 26. The site D I A L O G U E T H E O R Y
  • 27. Discovery D I A L O G U E T H E O R Y  Onsite kickoff  Project Management  Content/Technical Audit  Stakeholder Interviews  Voice of Customer  Competitive Analysis  DATA:  Web Analytics  Published Research  SEO and traffic data
  • 28. Wireframing D I A L O G U E T H E O R Y  Sitemap / Information Architecture  Functional Requirements  Wireframes
  • 29. Wireframing D I A L O G U E T H E O R Y  Sitemap / Information Architecture  Functional Requirements  Wireframes
  • 30. Design D I A L O G U E T H E O R Y  Typography, color, custom graphics and iconography  Homepage design concepts  Design of inner pages
  • 31. 4. Development Our Approach D I A L O G U E T H E O R Y  Development onto Percussion CM1  OWASP alignment/review  Content population  QA/Testing: IE, Firefox, Chrome, Safari, smartphones, tablets  Delivery of live site  Delivery of assets and implementation walkthrough
  • 32. Before: D I A L O G U E T H E O R Y
  • 33. After D I A L O G U E T H E O R Y
  • 34. After D I A L O G U E T H E O R Y
  • 35. After D I A L O G U E T H E O R Y
  • 36. After D I A L O G U E T H E O R Y
  • 37. Questions? D I A L O G U E T H E O R Y www.dialoguetheory.com chris@dialoguetheory.com