The new communication platform of Eurobank focuses on presenting the world of banking in a more accessible form for customers. Eurobank.pl not only addresses the unusual needs of the most demanding customers, but also introduces more functional solutions. The IDEACTO agency was responsible for the research of user behavior, the development of the functional design and the new graphic design, and for its adaptation and implementation by Blue Services from the Blue Media group.
The first stage of work on the eurobank.pl project was to conduct an in-depth analysis of the market, including an audit of competition activities and existing solutions on the platform. As a result, a complete documentation was created along with a list of the strengths of the site, as well as elements that needed improvement.
The next step in the implementation was the planning and execution of a cycle of market research (analysis of previous studies carried out on behalf of the Eurobank, quantitative analysis of Google Analytics and analysis of Hot Jar heat maps). This extremely important stage made it possible to observe and confirm the hypotheses previously put forward by the IDEACTO team, as well as to define the needs of the bank's customers. Key tests will be carried out in the following stages and will allow to verify the operation of the website and introduce possible corrections. Maciej Muszyński, Head of the Project Management Department at IDEACTO, supervised the implementation of the individual stages of the project.
The data collected in the previous stages led to the creation of a complete plan of further work and made it possible to make the first decisions on the direction of the changes introduced on the eurobank.pl platform.
”While working on the new website, we focused primarily on improving its functionality. We want it to be as user-friendly as possible” stressed Delfina Kaczałko, Deputy Director of Marketing Department of Eurobank.
The process of making improvements to the platform is a complex process and consists of the efforts of multiple teams working in parallel. The UX team worked on the functionality issue raised above. The main UX Designer of the project, Karolina Pulter, already at an early stage of work, using the results of research and many research methods, planned the process of designing functional solutions on the eurobank.pl platform. One of the most important decisions taken at this stage was to replace the complex, drop-down menu with simplified navigation, indicating the most important and most frequently selected subpages on the website.
“The challenge was to design the service in such a way that it would be functional for the widest possible audience — Eurobank customers are very diverse in terms of demographics and use of technology. This was achieved not only thanks to an in-depth analysis of user behavior on the website and in the establishments, but above all thanks to close cooperation with the Client. As a result, among other things, the offer has been simplified, as well as the way it is presented - navigation is simpler and more intuitive. A big role was played by changing the layout of the site — it is consistent, transparent and in line with current trends. At the same time, we tried to move away from the typically “corporate”, formal style characteristic of the sites of banking institutions, in which Eurobank was certainly helped by the brand heroes in the form of three sympathetic vampires.” says the main UX Designer of the project — Karolina Pulter.
From a visual point of view, the website has been simplified to a level where the Customer can easily find the information of interest to him. The banking industry belongs to a specific one due to the multiplicity of products and often used language that is incomprehensible to the recipient. Therefore, our idea was to simplify the message by changing the texts and increasing the coherence of the graphic design. Moreover, the new platform makes a significant reference to the bank's image campaign, whose protagonists are three vampire characters.
The Blue Services team was responsible for the implementation process. At the moment, the site allows not only to find content of interest to the user without problems, but also to customize it for yourself, without wasting valuable time on familiarizing yourself with the very extensive offer of the bank, through the filtering applied on the site.
Cooperation on the eurobank.pl project lasted 9 months and involved 8 UX/UI specialists. The fruits of the work of an interdisciplinary team IDEACT and Blue Services can be found at eurobank.pl.
