Challenge
Clydesdale and Yorkshire Bank were losing ground to digital challengers. Legacy perceptions and outdated customer experiences limited their relevance with younger, tech-savvy audiences. The challenge was to reimagine the brand and experience to attract a new digital-first audience while shifting perception from a traditional bank to an agile, lifestyle-led offering.
The goal: launch B - a mobile-first banking proposition and smart financial app - to position the bank as a genuine digital challenger and drive rapid acquisition among under-35s.
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Solution
Equator designed and delivered the end-to-end digital experience for B - from brand strategy to UX execution - blending innovation, creativity, and technical precision.
- Repositioned the bank from corporate to conversational and human
- Created a search-optimised website built around lifestyle-led storytelling
- Redesigned UX & CX to simplify onboarding and maximise conversions
- Launched a data-driven content strategy targeting millennial behaviour and intent
- Applied continuous testing & CRO to refine messaging and performance
Capabilities
Service Design
UX & CX Strategy
Content & SEO Strategy
Experience Engineering
Data Analytics
CRO & Conversion Optimisation
Results