Following customer research and an audit of the existing website, it was decided to transform the product-centric web experience to an entirely customer-centric one that better reflected the new positioning of this strong regional banking institution. The new website provided helpful content that the target audience demanded, allowing First Citizens Bank to build trust and credibility with new customers.
Today there is an absolute necessity to deliver a valuable online experience and for an industry like banking, it demands personalization as the needs of each audience are so diverse. that was done with three separate portal entries for personal, business and wealth customers.
*Work created and produced at Centerline Digital
THE CHALLENGE
•Develop an online experience to provide the personalized support you get from a small community bank, with the portfolio of products and services you expect from the big guys.
THE STRATEGY AND EXECUTION
•Integrated a learning center throughout the website, making useful content easy to find while connecting variable information seamlessly.
•Craft a unique experience – in look and tone – for personal, business and wealth customers.
MY ROLE
•A key architect in the scoping and planning of the approach, with substantially increased profitability in phase two of the project.
•Managed the design and development to deliver on requirements.
•Worked closely with the account and strategy teams to develop the user-experience and with the content writers to complete the narrative.
•Managed the design continuity with the FCB client and brand teams.
*Work created and produced at Centerline Digital