Tijdens een workshop bij Angi Studio blikken we terug op het redesignen van de bstaande Triodos Bank websites naar een mobiele versie. Zonder de back-end en content aan te passen.

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2. Workshop Angi
Studio
Mobile redesign @ Triodos Bank
Marketing - Wout van den Dool
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3. Google’s “Mobilegeddon” will shake up search results
Two weeks ago all over the internet
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4. Growing monthly sessions mobile banking in Dutch branch
During the summer mobile banking will exceed xxxxxxxxx visits a month
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0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
1,600,000
Desktop Banking
Mobile Banking
60%
Internet banking session
via the mobile app

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Growing number of smartphone visitors entering our sites
UK on average 15% smartphone visitors, during ISA campaign period higher
0%
5%
10%
15%
20%
25%
30%
ES UK DE NL BE COM (all) COM (IM
pages)
5%
27%
7% 7%
5%
10%
8%
2013
2014
2015

6. 5
Growing number of visitors entering the site with a tablet also
So we have to find a solution for this growing number of visitors
0%
4%
8%
12%
16%
20%
ES UK DE NL BE COM (all) COM (IM
pages)
13%
19%
7%
9%
6%
8%
6%
2013
2014
2015

7. Triodos Bank online ecosystem and the customer journey
Different channels support different phases in the customer journey
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Mobile App
IB BankingRecommendations
Search positions
News
PR
Social media channels Social media channels
Colour of Money onlineColour of Money online
Online Annual Report Online Annual Report
Awareness
(Knowing Triodos
Bank exists)
Orientation
Consideration
Purchase
Buy product/ Lead
generation
Relation
Usage & Service
Reconsider
Help me remember
why I like Triodos
Bank
Public sites Public sites

8. Some recent cases as an example of orienting traffic
One hour on national tv in Spain
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Desktop,
75.74%
Tablet, 9.94%
Mobile,
14.32%
Average Sunday 21:00-22:00
Desktop;
30,64%
Tablet;
28,50%
Mobile;
40,86%
During TV Show about financial
education
Awareness Orientation Purchase Relation
Reconsider

9. Example of orienting traffic past 5 weeks in Dutch branch
Bonus discussions resulted in a huge increase in –orienting- traffic
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89%
6%
5%
Normally
82%
10%
7%
During bonus
67%
18%
15%
Excl Customers
60%
26%
14%
Overstappen page
Awareness Orientation Purchase Relation
Reconsider

10. Poor experience for smartphone visitors“Pinch & zoom” or “Bounce”
Smartphone visitors bounce higher, stay shorter , visit less pages and buy less
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Spanish case (1 hour)
Desktop
Tablet
Mobile
Bounce
(that day)
12%
19%
30%
Time on page
(that day)
1:12
0:50
0:54
Leads
(that hour)
16 (0,151%)
15 (0,153%)
19 (0,135%)
Dutch case (5 weeks)
Desktop
Tablet
Mobile
Bounce
26%
29 %
40%
Time on site
4:13
3:50
2:26
Sales
3,33%
1,69%
0,59%

11. We changed existing website to a scalable smartphone enabled version
No content changes, no back end development
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13. Homepage, first impression for most orienting visitors
Brandbox function rebuild, function of blocks attempts visitors to continue
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14. Collapse entire menu structure into an icon in the header that expands
On desktop the menu gives also an impression about Triodos Bank
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15. Dare to hide: hide content and show when visitor asks for it
Generates accordeon from the tabs on product detailpages
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16. Know where your money goes
Eliminated the map as a navigation item on mobile
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17. Most challenging: Tables and their different layout on all kind of pages
Two solutions: Re-order & scroll as a solution
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18. New* back to top buton
This button scrolls the page ‘to the top’
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19. Learnings
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20. Learnings: Imagery and assets
Higher resolution needed (also improvement for Retina desktop visitors)
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Current width:
290 px
iPhone 5 width:
640 px

21. Learnings: dealing with regulation
Mandatory or legal texts above the fault, or before “buying”?!
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22. Next monday go live local branches
• Next Monday go live UK & ES
• Monitor effectiveness of these changes
• Improve based on monitoring
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