TBG & Provident Bank
When Provident Bank approached TBG (The Berndt Group), the financial institution had never fully-funded a complete and thorough redesign that addressed strategy, user experience, technology, and Web operations holistically. Provident Bank was the largest bank in the Maryland area, taking a large share of the competition in the Mid-Atlantic region. The bank was looking to capture additional market share, while delivering a clear and contemporary brand and value promise for its customers and prospects. Through expert recommendations from TBG, the redesign focused on delivering an improved user experience and growing and retaining customer relationships across all business lines, while providing robust and interactive customer service and self-service for online customers.
TBG worked closely with members of the Provident Bank staff to select a Content Management System (CMS). Provident chose CrownPeak, along with additional in-house development to provide enhanced personalization to its customers. After extensive interviews with Provident Bank stakeholders, TBG focused on improving information architecture, seamlessly integrated third-party sites, improved search engine optimization (SEO), and automated content management through design and usability enhancements.
Noteworthy features of the site redesign and usability improvements included a color coded context indication, login area, search functionality, and more exposed content. The site also incorporated enhanced promotional marketing abilities, or calls-to-action, through movie promos on the homepage as well as right side featurettes. The left side bar design provided users with “Quick Access Tool” utilities to easily retrieve calculators, branch locators and other helpful items. To allow customers the option of handling their banking needs without the help of a representative, key features, such as Open an Account, Apply Online and Contact Us, were more pronounced on the website and easy to use. TBG also incorporated personalization features to provide users with accurate deposit and loan rates based on their zip codes.
All in all, the project focused on the online customer experience, while taking into account new regulatory considerations. The project is part of TBG’s long history of developing strong, secure websites for financial brands.