Santander sit at the very top of their sector within commercial and business banking, rubbing shoulders with the likes of Lloyds TSB and Barclays within the competitor discussion. Like most banking organsations, digital innovation sits in the forefront of their success.
One of the key points of discussion surrounded the type of account holder a user is. This often helps banks paint a generic picture as to what kind of needs a user may have. A personal account holder for example, may be considered to be somebody that only has a vested interest in managing personal affairs. Their concentration is largely focussed on receiving their wage, and managing their monthly finances. A select account holder is percieved to be an account holder that may embrace the perks and benefits of being a prioty customer. They pay a little more into the maintenance of their account in exchange for priority services such as customer care priority, gadget insurance, holiday insurance, and other perks. A business account holder is percieved to be somebody that relies on their account for the financial maintenance of not on themselves but a potential business and workforce.
One of the common ground topics regardless of the type of users in discussion, is the necessity for ease of data capture. All users, no matter what their purpose, will rely on their banks website in order to discover areas of information that they will struggle to find elsewhere.
Within recent workshops, Squiz and Satander outlined a backlog of key improvement areas. A glaring gap between Santander and their competitors had been visisble for all to see for some time. It was clear to see that use of the search module within Santanders global nav operated in a very basic way, and didn’t offer the assistance that Santanders competitors could within their respective search experiences. On top of this, when landing on the Santander SERP (Search Engine Results Page), there was no ability to filter your results or great clarity surrounding refining your search.