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. 

Challenge

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.

Solution

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.

Product Experience

With the wholesale update to the entire marketing website experience, the products and services were faster to navigate to, easier to understand, and ultimately more likely to lead to a confident decision when the visitor was ready. The move toward clear visual separators for navigation, header, and products made it visually more compelling as well as easier to cognitively digest through reduced clutter.

For those products and services that required location services, we worked in tandem with the user experience team at FNBO to test 3 different user flows with their customer base. Armed with the findings from the research, the team was able to make a confident yet discreet way to gather zip code or state information without disrupting their experience.

Website launch & management

There were over 15 website properties and thousands of existing pages that were to be combined into a single and uniform website experience. All this came with a need to work closely with the internal FNBO teams to carefully orchestrate content and delivery of the final website.

All in all the results from the customers and the FNBO team were conclusive. We had successfully relaunched one of the largest and most complex marketing websites to date. The increased customer satisfaction and ease of navigation were the highlights of the outcome.

Update: We delivered the final website in October 2017. Since that time the FNBO internal marketing and IT teams have been updating it to continue making it the best possible consumer experience.

Visit the website: https://fnbo.com

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

Creative Director, Tim Young
Copywriter, John Vogel
Research, UX, UI, and Visual Design: Justin Henriksen
Project management, Tom Jarvis
Account management, Anne Marie Schultz
Front-end development: Bozell
Back-end development and implementation: In-house FNBO (Bozell input)