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Challenge
To remain competitive, a major Canadian bank was redesigning its Web banking
service to improve functionality and ease of use. It asked The Strategic
Counsel to test the redesign among both users and non–users, looking
to identify the strengths and weaknesses of the new set–up and product
offerings.
Strategy
This project involved qualitative research, with three evenings of one–on–one
sessions with bank customers and non–customers. With the client monitoring
progress in an adjacent room, research subjects were asked to make familiar
transactions and complete specific tasks starting from the Home Page of
the redesigned Website.
Results
Among other findings, our research showed that, from a user's point of
view, some of the site's pages needed substantial redesign and that there
was also a need to reconfigure the navigation process. Further refinements
to the Website's architecture will be tested before commercial implementation.
cultural
| financial services
| not for profit
| packaged goods
policy analysis and development
| retail | technology
| telecommunications
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