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Face of FinanceCreating Simplicity out of Chaos

Kristyn Harmon

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There are many financial products

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Data and transactions are complex

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Multiple access points

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Regulatory, Legal and Compliance considerations

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Put it all together…

It can be overwhelming

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You are responsibleFor creating an online experience that:

Embodies the face of the company

Works flawlessly

Is beautiful

Drives tons of sales

Increases efficiencies

Decreases phone calls

Supports mobile

Delights customers

Goes viral

Only worry about 2 things

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Sales Service

Set the Strategy

Obsess About the Customer

Execute Flawlessly

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Details of your sales strategyAttract potential new customers to an engaging experience created just for them

Content is King

• Understand your SEO keyword terms

• Start with a content map

• Define the semantic structure of your pages

Hire and expert writer

• Content needs to be concise, well written with strong calls to action

• Company mission, brand, voice and tone need to be evident

• Content should be written to speak to your ideal demographic

• Use words they use• Stay away from

internal terms

Create a journey

• Focus on top 3 use cases, not the exceptions

• Journey will dictate the way the site is organized

• Challenge the way things work today – many times you can simplify them

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Details of your service strategyCreate a simple, clean customer experience

Make it simple

• Less is more• Make your

primary use case great

• Content isn’t king in the transactional experience

• If you need to add help or demos to explain how to use the site, then you haven’t gotten it right

Use consistent patterns/controls

• Don’t be afraid to ‘reuse’ your experience

• Make the experience comfortable

• Experience should be discoverable

Test, test and test

• Test with phone reps and internal associates first

• Test with consumers

• Test with people outside your business

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Flawless execution isn’t by accident

Paper Prototyping

Conceptual Design

VisualDesign

Annotated DetailedDesign

Iterative design process

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Omni-channel considerations

• Coordinate enhancements across all channels so the experience is seamless

• SEO content map should stretch across communications• Internal communications• External communications and previews

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Mobile

• Know customer device usage• Have a plan for Native vs. Responsive– Native:

• Determine which to support (iPhone, Android, Windows)• Understand resident functionality to be leveraged

– Responsive:• Start by designing smartphone sized experience first• Determine number of breakpoints based on usage• Design for scaling percentages not fixed widths

• Keep an eye on emerging trends

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Measure your success…

• Measure and report out on your results

• Build on your successes • Learn from your mistakes• Read customer feedback daily• Closely monitor online usage• Listen to phone calls• Go out on sales calls

Sales and Service metrics not clicks and visitors