First National Bank of Omaha

First National Bank of Omaha (now FNBO) is one of the largest privately held banks in the United States and their corporate headquarters are located in the heart of Downtown Omaha. Founded in 1857, they have over 160 years in business. They are a local bank that understands and embraces the vision of the communities they serve, while serving a national footprint across the United States. 

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Overview

First National Bank’s business and consumer service lines are set-up to be customer-centric—put the customer first and align all communication, products, and services around that thinking. When it came to their web-presence though, they were fragmented and unintentionally opted to put business and marketing tactics first before their consumers’ needs. 

We started by identifying their customers, by researching and creating personas, mapping out user journeys, and crafting user scenarios. We were then able to gain clarity into the direction we should take to solve for their customers’ needs.

Next, we created wireframes for a few different solutions, performed rapid user tests to validate our thinking and assumptions, and refined our designs as new information came to light. We quickly discovered content was an area of need; customers of both FNBO consumer and business service-lines were hungry for knowledge and information around industry best-practices, business efficiencies, and strategies for saving money. They also needed a quick way to ask questions that weren’t answered on the website.

 
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Meet Tania Robinson

She recently graduated college and is starting her career in nursing. She is looking for her first home.

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Meet greg Henderson

Greg and his wife Julie are a career-focused family of four. Their interests are geared toward wealth management.

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Meet Christina Hurst

Tech co-founder at the age of 25. She’s a busy on-the-go woman. Now has one child. She’s looking toward business banking and trust.

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Meet David Ryerson

Recently retired from his job of 40 years, David is looking to fully retire by next Spring. He’s looking for retirement services for him and his wife.

 

The credit card selection page was more visually focused with further details upon interaction with that particular product. CTR increased by 12% in 6 months.

The credit card selection page was more visually focused with further details upon interaction with that particular product. CTR increased by 12% in 6 months.

The mortgage page was also rethought. We placed the most frequently viewed and applied for at the top.

The mortgage page was also rethought. We placed the most frequently viewed and applied for at the top.

 

Mobile Customer Experience

In the years prior, First National Bank of Omaha did not put as much emphasis on the need for a mobile website experience. With the increased demand in mobile usage from 2015 on, they put a high priority to design and build a best-in-class mobile experience that helped guide their customers to locate what they needed with speed and efficiency. We built lead-generation methods for business banking, wealth investments, and many of their consumer products into all aspects of the website.

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Visit the website: https://fnbo.com

Work complete with FNBO was done through Bozell during my time as Director of UX/Interactive


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