OTP BANK

Cutting the complexity - banking explained and made easy

Cutting the complexity - banking explained and made easy

Cutting the complexity - banking explained and made easy

Cutting the complexity - banking explained and made easy

Research-based redesign project of the market leader bank’s website with 900+ pages

The Story

OTP Bank decided to make banking easier and more understandable for everyone.

As one of the biggest player in the CEE region, OTP Bank’s key interest is to give their 13+ million customers an interface, where all the product and process related information is easily accessible and easy to understsand.

THE CHALLENGE

The complexity of the financial products gives everyone a hard time.

The previous website’s structure was hard to follow, and the technical and legal wordings steered less savvy customers away - a major blocker for conversions and leads. The common mistrust towards the sector was amplified by these factors too.

Redesigning the information architecture resulted in significant improvements in navigation

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OTP-casestudy-new-menu

OUR APPROACH

Full-blown research team x-raying the site and processes end-to-end.

The research team used 15 different methodologies to identify issues and deliver a better user experience. Content and wording was radically simplified by specialists, while website processes were E2E redesigned.

Our approach was optimizing the site for lead generation while being educative via straightforward content.

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OTP-casestudy-new-szemelyikolcson

THE RESULT

A website that explains and lets you do banking with ease.

The new site roll-out soon showed major improvements in reachability metrics and lead generation KPIs.

TESTIMONIAL

The site’s new structure, functionality, design and wording was created together with Mito. They could apply and adapt well their lean UX/UI expertise to the strictly regulated and complex environment as our bank sector, and their constructivity was a great enabler of the smooth delivery.

Nóra Liktor
Senior Business Development Project Lead, Retail, OTP Bank

According to a recent test amongst 9 Hungarian banks, information about single and recurring costs of bank card usage is the easiest to find and understand on OTP Bank’s website - as found by the Association of Conscious Consumers (ACC), Hungary's main NPO that supports and strengthens sustainable consumption.

Source: https://tesztek.tudatosvasarlo.hu/bankkartya_teszt
(available only in Hungarian)

Impact in numbers

Double

digit raise in the number of leads coming from the main page

0.5x

average time needed to reach a product page

5x

more reachability of products