Redesign Brings Fleet HomeLink up to Date, Without Setting Customers Back
Challenge
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Fleet HomeLinkSM is an essential component of consumers’ relationships with the bank. While the existing site was highly functional and customers applauded the simplicity of its design, the interface had not been updated since its initial launch in 1998. Fleet engaged Molecular to assist in a redesign of the Fleet HomeLink user interface with the following objectives:
- Develop an expandable navigation structure that would be easier to use, more intuitive, and encourage deeper usage of the online banking service.
- Eliminate the design gap between Fleet.com and the Fleet HomeLink online banking service to provide a consistent look and feel and seamless navigation between Web properties.
- Enhance customers’ overall impression and confidence in Fleet.
- Ensure that the new design would be accessible to visually impaired customers.
Approach
Molecular’s multidisciplinary team applied their talents to recommend, design and build a new front-end design for Fleet HomeLink. Through an iterative and collaborative design process with Fleet that included extensive customer research and three rounds of usability testing, Molecular designed an interface that was specifically tailored to the needs of Fleet customers and met Fleet’s business objectives.
Benefits
- The seamless, scalable solution provides a clean, uncluttered and easy-to-use interface, allowing customers to find features faster.
- With the improved navigation, customers can access key features in one click and see all of their accounts smartly organized. Also, a new step-by-step guide was added to assist novice customers with setting up online bill payments.
- Post implementation surveys indicated very high levels of customer acceptance. In addition, industry analysts praised the new site, giving Fleet HomeLink positive reviews.
