Customer focused website for Tesco Bank
19 November 2014 By Grant Bourbousson
The Tesco Bank website has a brand new look. The new design is based around the needs of our customers, and is optimised for mobile and tablet.
Last year, we carried out extensive design research to help us understand how customers choose financial products, and how they want us to talk about them. It was clear that we needed to craft an experience tailored to their needs, to help us communicate with them in a more meaningful way.
When we look at our analytics, there’s a clear trend towards mobile devices; around 40% of our customers choose to access the site in this way. For this reason we’ve designed our site for touch. We’ve introduced new elements that allow our customers to explore our content easily, with smooth animations and subtle interactions. Our agile approach to design and build has ensured that customers have been at the heart of the design process - it is through closely understanding customer behaviour that we have been able to deliver such a progressive approach to website design.
The new design is both responsive and adaptive, taking it to a whole new level, introducing adaptive approaches to design, which further optimise the experience by device. This enables us to give customers the best possible experience whether they choose to visit using their mobile, tablet or desktop.
As part of our first phase, we’ve made some big changes:
- A cleaner more modern design
- New needs-based landing pages and a jargon free tone of voice to help customers choose the product that’s right for them
- We’ve replaced the left-hand navigation with a “mega-nav” for desktop, and a slide-out menu for mobile and tablet
- Underpinning the site is a new fully upgraded content management system, with modern design standards, greater customisation and faster delivery, from days to minutes
In this first phase we’ve updated the credit cards and car insurance product pages, and the feedback from customers has been very positive. The transformation will continue as we roll out across the rest of the website over the next few months.