Shawbrook Bank

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Proudly Different: User Experience Design

Shawbrook wanted to improve how their brand was perceived as a specialist bank with a complete refresh of their website, one that would increase confidence and would appeal to customers of all backgrounds to achieve their financial goals.
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Intro.

The Challenge.

Shawbrook was primarily an intermediary driven bank and the old website was built without the need for large amounts of direct traffic.

 

Today, Shawbrook is more evenly split between B2C and B2B sales with ambition to significantly increase direct website sales and leads. This formed the need for a re-designed website, as well as a complete re-brand.

 

The ambition was to provide a platform to increase straight through website sales across Shawbrook’s consumer range of savings and loan products and to advertise and promote their business products.

70%

The Big Number.

% Increase in Mobile Traffic.

Since launch Shawbrook’s new website has resulted in a 70% increase in mobile traffic and a 41% increase in total organic traffic. Shawbrook now stands proudly tall in a concentrated market of ‘specialist banking’ and remains an authority in business, intermediary and personal banking.

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Insights.

Protecting Shawbrook's new brand on the website.

We implemented a modular mobile first solution following best practices and aligning with a design system that had a dignified approach in leading the customer through key steps towards their goals. The design approach was unique in that Shawbrook were re-branding at the beginning of the project. We therefore were required to protect the new brand on the website. The look and feel reflects the values of the evolved branding.

 

Our insights team ensured that data-led insights were woven into the project from measurement to optimisations and improvements. By enhancing the analytics set up we delivered the critical element of data reliability to better meet Shawbrook’s measurement and analysis needs.

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Connections.

An intuitive and engaging user experience.

During the build technical SEO best practice was followed and we conducted an in-depth search trend analysis to ensure the content on the website was as optimised as possible for launch. Development of considered micro-interactions and transparent/positive copywriting, all contributed to an intuitive and engaging user experience.

 

Key journeys on the website were user tested to verify the design and strategic thinking. This provided an understanding of what information and features different users were looking for at each stage of their journey - from first impressions and common actions, through to their desired outcomes. This ultimately allowed us to identify any areas for improvement early in the project.

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Results.

70% increase in mobile traffic.

We were delighted with the results following the website going live in November 2017, including a 41% increase in traffic and 70% increase in mobile traffic. We have significantly increased awareness and user engagement, and the growth in mobile traffic clarifies our mobile first design approach.

If you want to know more about user experience design for your website, don’t hesitate to get in contact.