State Bank of India (SBI) is a government-owned multinational banking and financial services company based in India. State Bank of India is one of the Big Four banks of India, along with ICICI Bank, Punjab National Bank and HDFC Bank.
SBI wanted to capitalize on the burgeoning online banking market segment in India. However SBI was seen as a more traditional banking services provider as compared to its more digital-entrenched competitors by the target audience. SBI was looking to rebrand its online identity and position itself as the bank of choice for a new generation of digitally savvy banking customers.
Xerago analyzed SBI’s existing site and identified a few key challenges.
- While the current site design was very functional it was outdated and archaic in terms of visual appeal
- The entire pre-login /marketing side of the site was not leveraged properly
- The existing site failed to capture SBI’s offline theme and brand messaging of being the ‘Banker to Every Indian’
Xerago realized that in addition to creating a new look and feel, SBI’s new site would have to create an online identity that was in line with its offline branding and online customers’ sensibilities. Xerago proposed a complete site redesign based on a series of custom-designed templates accompanied by new style guidelines. The rationale behind the redesign was to bring the site up to current standards, align the online and offline marketing themes and empower a feature-rich browsing experience among the target audience.
Xerago began by identifying the typical users’ online behavior and creating personas based on this. This allowed Xerago to re-architect the existing information architecture to cater to the wants and needs of the online target audience. Xerago created new content and information units and re-ordered the existing ones logically, including visual and text elements that showed SBI’s branding. For example, the SBI homepage now had collages of the pictures of SBI’s existing customers. The text copy re-iterated SBI’s message of ‘Banker to every Indian’. Similarly, Xerago adapted the SBI’s Line of Communication, Brand Messaging and positioning across all marketing and transactional pages’ content elements.
Xerago created more than 15 templates for the 1000+ product and service-specific pages of the SBI site. Xerago’s style guide for colour themes and iconography were uniformly used throughout the site to create a consistent look and feel while conforming to brand guidelines. The site was built using the latest tech and design standards such as the WCAG 2.0.
Xerago was able to create a brand new user experience that appealed to the burgeoning, internet-savvy SBI clientèle – in doing so Xerago was able to utilize the latest in web standards and create an online presence on par with global banks.