The Challenge

The www.ing.ro website has been developed over a three month period. It consists in merging the two existing client’s websites in one online application. The target website will serve the four ING business directions: Retail Banking, Wholesale Banking, Insurance and Retirement Fund. The project demanded a target analysis and an into-banking user experience research phase. This phase needed in order to permit the using of information architecture and usability standards. The main objectives were to transform the www.ing.ro website into the main platform for communication in the role to acquire new customers, increase the traffic and the visit-to-lead indicator and increase online sales.

The Solution

Merging two websites into a strong commercial focus website. We have taken into perspective a sum of aspects while building the ING website: friendly user navigation, the ability to customize the pages in concordance with the on page conversions, on-line application for on display products, an information architecture based on increasing the on page conversion factor, user-friendly product descriptions. We have implemented a consistent design and we have also integrated call-to-action segments in all of the site’s components.