HTB Bank

A website focused on driving higher customer engagement.

Challenge.

How does a specialist bank increase digital customer acquisitions?

Hampshire Trust Bank (HTB) serves a small number of carefully chosen markets. This intense focus enables HTB to exceed their customers expectations, underpinning their bold vision of being the go-to bank in their chosen markets. They call this excellence through specialism.

Our brief was to redesign and build their customer facing website, the process included: information architecture (IA), user personas, user journey mapping, UX, UI and a headless CMS development and build.

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Solution.

Delivering digital performance for HTB

The HTB website is a key driver of revenue and customer retention and forms a major part of their communication strategy. Our design and digital teams worked in partnership with the HTB marketing and technical teams to strategically restructure the site architecture based on user profiling, data insight and industry understanding.

We built the user experience from the ground up to create a streamlined UX delivering a clear and frictionless journey for their three main target personas (Personal Banking, Business Banking and Intermediaries). The simplified UI is designed to drive a clean and easy to navigate user journey that leads to higher click through rates. The website was developed using a headless WordPress backend and a GatsbyJS frontend. This stack allowed us to deliver an extremely secure, high performing static website to the visitor, whilst allowing the marketing team to manage content within a familiar WordPress interface.

47%

Increase in the number of pages viewed in a session.

30%

Increase in the average length of a website session.

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