The SGB Bank Group comprises over 200 individual bank units, including the SGB Equity Company. The group delivers banking services to over 1800 facilities, located mainly in central and north-western Poland. SGB Bank Group is a well-known and respected brand in the financial industry, combining innovation with tradition and over 150 years of banking experience.
The scope of our work included delivering the core SGB Banking Group website, as well as website templates for individual branches of the bank. The target user is a young, entering the world of banking, as well as long-term customers of SGB. One of the core challenges was delivering a range of designs that would represent the core brand identity, yet that would be custom-tailored and unique for each individual bank unit.
Before we implemented the project, we conducted research and analysis of the business and strategic goals of the SGB Group. The needs were discussed at a workshop with a group of bank executives where we presented the vision and concept of the new website, as well as the range of functionalities to be implemented. We then proceeded to the website Usability Testing phase with target users. We applied a range of User Experience methods to conduct the study, including card sorting, A/B tests, storyboards, and personas designs. The methods allowed us to establish core user needs and solutions to meet them.
The core website was subject to major redesign, representing a modern, usable and highly functional interface. One of the core features of the home page is a slider featuring an attractive video clip, as well as a simple yet intuitive menu. A docked button directs users to a search bar which they can use to locate a bank branch or an ATM according to a specified location. The website is integrated with a sophisticated currency conversion engine which can be implemented by individual branch websites.
For bank branch websites we prepared three different templates which were unique in the range of functionalities they offered, yet that were highly in line with the look and feel of the core website, and the identity of the brand.
The solutions and products proposed by Crafton resulted in the synchronization of SGB online platforms and contributed to the way the brand is represented online. The conversion metrics showed that the website has gained users and that the average time users spend on the website has increased. The interface we proposed is modern, highly functional and sets SGB off from competition.
Our collaboration with SGB continuous and we are currently discussing new functionalities to be implemented on the website. We are also involved in ongoing website support and as consultants on the solutions that could improve the online image of the brand even further. Overall our solutions resulted in the acquisition of new users, increased interest in the brand and its services and optimization of the communication between the organization and the customers.
Date of implementation: August 2015 - now