Our interrogation identified the following key objectives and aspirations for the site:
- Easy to use
- Reinforce a strong link with the customers
- Be informative
- Elevate customer service
- Showcase products, services, and successes
- A visually appealing and clean design
- Excellent accessibility
Our stakeholder interviews quickly revealed that customers were finding it hard to navigate the site and find the information they were looking for. It was also revealed that the existing site was time-consuming to update.
At the centre of the user experience, we built a dedicated customer support section containing all the information any customer could need. We also made sure that customer support contact details were available on every page so that regardless of the purpose of a user’s visit, they could always find help with a real person if they were struggling.
Similarly, the site’s CMS was developed with useability in mind. Common resources could be updated and distributed across pages from a single module. Client-side user journeys in the CMS were simplified to enable users to update and evolve their pages, and account for a broad range of sophistication among the site’s ultimate users.
We enabled each service department to present an experience that was tailored to their users’ needs, rather than a slavishly follow set of rigid page templates. In spite of the significant differences in client-side user needs, the customer experience for any user traversing the whole site reinforces commonalities, building familiarity, rather than highlighting jarring differences.
Visually, the design celebrates GHIB’s African roots, while positioning it firmly with an unmistakeably European footprint. All facets of GHIB’s journey are represented, contrasting photography that is recognisably London, with images from Ghana and other countries right across Africa.
The sense of place is bolstered with reportage-style imagery of the GHIB teams, at work in the Accra and London offices. An addition that was particularly important to GHIB’s customer service proposition.
See the new Ghana Bank website at: www.ghanabank.co.uk