Last month I wrote about the questionable UI that Grow Financial launched to try to reach the Gen Y crowd. I thought perhaps that was an anomaly, but this week I’ve run across two more websites launched in the banking industry that really have me wondering what sort of influence Robert Zemeckis has had on bank website design recently. While we at InetSolution are big proponents of small banks and credit unions improving their face value through innovative design, I’m struggling to find value in these design trends.
The first example that triggered this post is from TD Bank.
TD Bank Microsite Awful UI
From the Regis & Kelly photos to the shifty dog hanging on the wall, the entire experience is ridiculous. At least there is a clear call to action on the notebook screen.
Which Age Group is First Tech Targeting?
The next entry into retro web UI is from First Tech Credit Union. You’ll find a nice background write up on the campaign and subsequent UI from Jeffry Pilcher on his blog. Again, while I can appreciate the work and creative effort that went into the UI, I question its marketing value for a financial institution. The design doesn’t really seem to reinforce the brand identity (it actually reminded me of this campaign from EDS), and even the background music would feel more at home on TractorSupply.com.
Could be fun for a very young audience
Perhaps First Tech is targeting a very young crowd (four to 10 year old group demographic) with this site, and if that is true, then I think this design could be quite fun for them - I can definitely see my four year old twins enjoying clicking around the squirrel hut. But I’m not sure that most adults seeking to quickly find financial product information will be patient or intrigued enough to spend more than a few seconds on the site before getting back to more important matters.
It’s unfortunate because I’m certain that a lot of time and money went into this design and I like the fact they they’re trying to innovate in an industry where few people are willing to take chances. I'm also willing to bet that it was a fun gig to work on for the designers, but I would have liked to have seen more emphasis on strong information architecture and usability rather than on whimsical design.
Set Me Straight if you Disagree
Of course, I am but one opinion, and may be in the minority on this one. Perhaps I’m missing the value that these designs offer? I’m anxious to hear from people who do see the benefit these web sites offer to the financial institutions and their customers. Tell me what I’m missing.
May 19, 2010 • by Jason Sherrill
