2017 Winners & Shortlists

PUTTING YOU FIRST

Client/BrandFGB - FIRST GULF BANK
Product/ServiceCONSUMER AND CORPORATE BANKING
EntrantDIGITASLBi Dubai, UNITED ARAB EMIRATES
Type of EntryCraft
CategoryUser Experience (UX)
Idea Creation DIGITASLBi Dubai, UNITED ARAB EMIRATES

The Campaign

We set out to create a UX experience that would mirror people's needs and completely redesign the online banking experience. The key to creating a wonderful banking website was to get away from the world of corporate and tap into something human. We stripped away everything unnecessary and did something no banking site had ever done before – we put “search” right in the front and centre. Thus giving customers, stakeholders and bank employees the ability to put what matters to them most, first. Everything else flowed from there. We embraced simplicity, responsiveness, accuracy and service and made it really easy for visitors to find exactly what they are looking for. The site was responsive and worked beautifully on both mobile and desktop. We improved the customer's engagement with the brand and allowed the brand to practice what they preach - putting the customer first.

Creative Execution

From the get-go, it was clear that people weren’t interested in what the bank wanted to sell, but on what offerings they had. This meant giving less prominence to traditional homepage offers and dial up the user input, not only from an interface perspective but also technolog,y as they chose a platform that can provide tailored content to the user based on their choice of content. It's a big ask from a marketing perspective, but through constant collaboration with our stakeholders, we built enough trust to walk this path together. The stakeholders were part of everyday stand ups and they shared their voice alongside all other disciplines like content, front-end and back-end. This approach helped us to not only make decisions quickly but reduced the development time by avoiding unnecessary meetings and amendments. The UI was built around modules, giving flexibility to future customizations and unavoidable updates to the experience.

Bounce rate was below 55% Page Views were increased by 35%, with an average of 1 minute and 28 seconds per visit During the first 8 months of implementation, we received more than 300 thousand visits

What does it mean to be first? It means being revolutionary. It means being bold. It means putting UX at the heart of the site, because that would drive everything else. In order to deliver on the brand's promise of putting their customers and stakeholders first, the website had to live and breathe this promise too. After conducting extensive stakeholder interviews, the findings revealed that the preceding website lacked in this regard. We had to break the site into each of its components, and in redoing each one, ask, what would enhance the customer's experience and put them in the driver's seat? This then became the strategy - put the user in control, at every step of the way.

Credits

Name Company Position
Simon Attwater DigitasLBi Executive Creative Director
Matheus Neves DigitasLBi Lead UX
Sohail Malik DigitasLBi Senior Designer
Vishal Rami DigitasLBi Lead Service Delivery Manager
Ali Asger DigitasLBi Service Delivery
Shwan Nazar DigitasLBi Senior Art Director
Katrina Petrenko DigitasLBi Senior Copywriter
Rachel Mwakule DigitasLBi Designer
Links
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