What Did it Take to Affect Change?
The first project that utilized our
User-Centered Design (UCD) meth-
odology, which had not yet been
formalized, was the home page
redesign project. It was ground-
breaking at the time, and very
successful. I could explain to execu-
tives how listening to customers
and analyzing their tasks had actu-
ally paid off. Presenting tangible
results before presenting a new
way of doing things was critical.
We increased the prominence of all
links that were essential to custom-
ers, and we gave them the ability to
sign on to view their accounts from
the home page.
As a result, traffic to view
accounts and enroll in online
banking, as well as to view rates
and product details, went up
dramatically. Also, the result-
ing page was much less cluttered
and loaded faster, saving time.
Customers were going deeper into
the site, and starting more appli-