Two weeks ago we launched a new corporate site. It’s been a challenging and time-consuming project and the reason I’ve been less active with posting. Our goal was to take a step closer to the customer, which we think we’ve done by providing better services and content;
- Better access to ING products and services
We wanted people to get an overview of what our company offers in their country, we’ll improve this in the coming weeks by adding IP sniffing so that you will see the information that matches the country you’re in. - Enterprise-wide search
We knew that people searched for login and account information on ING.com, and got empty search results. So an enterprise-wide search engine allows a visitor to search across all ING domain names in any language. We asked colleagues around the world to test this in their own languages and it seems to be working. - Stories about ING around the world
It’s hard to understand the size and diversity of ING, so we wanted to showcase different aspects of the company – not just corporate stories but also some of the good things the company does around the world. - A completely new section eZonomics,
Data from an eZonomics poll, click to read the analysis
Which aims to make economics easier for our customers. We’re using a simple poll and analysis to see what visitors think, our next steps are to add some geographic breakdown behind the numbers to make it a little more interesting. We’re also including a range of content relating to making better financial decisions in the section. (By the way; the content in the eZonomics section is free for re-use where ING is the copyright holder)
It’s a big change in how we looked at content and how we thought about our audience. Whereas we had thought of ourselves as providing information on company performance to a specialist audience we’re now know more about who our audience are (70% clients or potential clients) and we’ve taken some big steps to try to meet their needs for services and for specific content. We’ve also tried to open some social media functions on the site – not easy as we’re working in a secure environment, and of course the design had to become less corporate and more customer-centric.
There’s more to come – and I know lots of sites do more and have more social media – but we’ve made a start. It’s a big step for us!
Let me know your feedback.
Tags: change site, design, ezonomics, ING.com
