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Fortis Merchant Banking Public Portal Olivier Perals Senior Account Manager Emakina
Fortis Merchant Banking Public Portal <ul><li>Briefing </li></ul><ul><li>Visitor centric  (no mirror of MB’s internal orga...
Fortis Merchant Banking Public Portal <ul><li>Challenges </li></ul><ul><li>Define a better customer-driven segmentation wi...
Fortis Merchant Banking Public Portal
Fortis Merchant Banking Public Portal
Fortis Merchant Banking Public Portal <ul><li>Market knowledge:  Competition benchmark </li></ul><ul><li>Emakina analyzed ...
Fortis Merchant Banking Public Portal  Essential elements Visual hierarchy Structure represented Hint of content Geograph...
Fortis Merchant Banking Public Portal <ul><li>Heuristic review </li></ul><ul><li>Sytematic review of the content </li></ul...
Fortis Merchant Banking Public Portal *** News appropriately put forward: subtle and prominent at the same time. * It is n...
Fortis Merchant Banking Public Portal *** Overall image and tone of voice seems very professional, serious, to the point. ...
Fortis Merchant Banking Public Portal <ul><li>Emakina’s recommendation </li></ul><ul><li>User-centric approach: more focus...
Fortis Merchant Banking Public Portal <ul><li>Emakina’s recommendation </li></ul><ul><li>Construct  clarity between the ma...
Fortis Merchant Banking Public Portal <ul><li>Why emagiC CMS.Net ? </li></ul><ul><li>MS .Net framework </li></ul><ul><li>W...
Fortis Merchant Banking Public Portal <ul><li>Global/Local articulation </li></ul><ul><li>This portal is a single source o...
 
 
 
 
 
 
e MA giC
Fortis Merchant Banking Public Portal <ul><li>Business benefit </li></ul><ul><li>Efficient customer segmentation that guid...
Fortis Merchant Banking Public Portal <ul><li>A proof of concept for the « full service » approach </li></ul><ul><li>Emaki...
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Emakina Academy #13 : Fortis Merchant Banking Public Portal

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Transcript of "Emakina Academy #13 : Fortis Merchant Banking Public Portal"

  1. 1. Fortis Merchant Banking Public Portal Olivier Perals Senior Account Manager Emakina
  2. 2. Fortis Merchant Banking Public Portal <ul><li>Briefing </li></ul><ul><li>Visitor centric (no mirror of MB’s internal organisation) </li></ul><ul><li>Putting forward MB’s integrated cross-border, cross-skill, high value approach (marketing showcase) </li></ul><ul><li>1 umbrella portal, several sites or editions based on clients segmentation clusters and/or geographical scope: </li></ul><ul><ul><li>Medium-sized companies (2.5M€ - 250M€) </li></ul></ul><ul><ul><li>Large corporate (>250M€) </li></ul></ul><ul><ul><li>Public companies and organizations </li></ul></ul><ul><ul><li>Financial institutions and intermediaries (traders…) </li></ul></ul>
  3. 3. Fortis Merchant Banking Public Portal <ul><li>Challenges </li></ul><ul><li>Define a better customer-driven segmentation with a specific approach for each category </li></ul><ul><li>  </li></ul><ul><li>Provide a competitive benchmark, a comprehensive status of the current websites and a relevant strategic recommendation based on Emakina's expertise </li></ul><ul><li>  </li></ul><ul><li>Install a convenient content management solution for easy updates on the website while keeping a strong workflow </li></ul>
  4. 4. Fortis Merchant Banking Public Portal
  5. 5. Fortis Merchant Banking Public Portal
  6. 6. Fortis Merchant Banking Public Portal <ul><li>Market knowledge: Competition benchmark </li></ul><ul><li>Emakina analyzed competition’s web presence and strategy </li></ul><ul><li>Helped Fortis to understand the context, detect new opportunities and learn lessons from good, best, bad and worst practices </li></ul><ul><li>7 key elements in the line of fire : </li></ul><ul><ul><li>Structure/Navigation </li></ul></ul><ul><ul><li>Homepage </li></ul></ul><ul><ul><li>Profiling </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>Banners/News </li></ul></ul><ul><ul><li>Search </li></ul></ul>
  7. 7. Fortis Merchant Banking Public Portal  Essential elements Visual hierarchy Structure represented Hint of content Geographic scope Intuitive goals Call-to-action 
  8. 8. Fortis Merchant Banking Public Portal <ul><li>Heuristic review </li></ul><ul><li>Sytematic review of the content </li></ul><ul><li>Find, identify and prioritize usability problems of your own website(s) </li></ul><ul><li>7 key elements in the line of fire : </li></ul><ul><ul><li>Structure/Navigation </li></ul></ul><ul><ul><li>Homepage </li></ul></ul><ul><ul><li>Profiling </li></ul></ul><ul><ul><li>Content </li></ul></ul><ul><ul><li>Interactivity </li></ul></ul><ul><ul><li>Banners/News </li></ul></ul><ul><ul><li>Search </li></ul></ul><ul><li>Ultimate goal: enhanced user experience </li></ul>
  9. 9. Fortis Merchant Banking Public Portal *** News appropriately put forward: subtle and prominent at the same time. * It is not clear that the animation is clickable (leads to ‘About us’ section). ** Other highlights, using attractive video. Very likely pulls many visitors deeper into the website. ** Mentioning related websites here (on the homepage, but below the fold) seems appropriate; lost visitors are immediately helped back on their way. ** Feature highlight is relevant, but seems to be dumped on the homepage in a hurry. *** Directing visitors to their right websites is heavily promoted, which is perfect. * Symbols might not be familiar enough and do more damage than good. ** Link is a lot less useful if it’s not a real login shortcut for returning users.
  10. 10. Fortis Merchant Banking Public Portal *** Overall image and tone of voice seems very professional, serious, to the point. ** CB has a somewhat more dynamic, modern look & feel. MB looks more static, dull, old fashioned (largely due to its lack of visuals and text-only character). ** Do watch out with ‘light’, cute or jokingly tones, because they threat to water down your overall credibility .
  11. 11. Fortis Merchant Banking Public Portal <ul><li>Emakina’s recommendation </li></ul><ul><li>User-centric approach: more focus on interactivity and content to improve search-engine friendliness </li></ul><ul><li>Show why Fortis is different from the others (innovative image) </li></ul><ul><li>  </li></ul><ul><li>Tighter and clearer customer segmentation that better profiles each category of customer </li></ul><ul><li>Use emagiC CMS.Net as new content management solution </li></ul>
  12. 12. Fortis Merchant Banking Public Portal <ul><li>Emakina’s recommendation </li></ul><ul><li>Construct clarity between the main [brand] .com when using a dedicated MB website </li></ul><ul><li>Keep the overall company galaxy (websites) as simple as possible </li></ul><ul><li>Objective segmentation based on tangible criteria </li></ul><ul><li>Create an overall atmoshpere to gain trust and confidence </li></ul><ul><li>Divide content into small portions, and especially short paragraphs </li></ul><ul><li>Present content so it is scannable </li></ul><ul><li>Keep to ‘ writing for the web ’ guidelines, like using bullet points, grouping, keyword highlighting, etc. </li></ul><ul><li>Provide explanations at logins for secure content </li></ul><ul><li>Integrate multiple media in brand or services presentations </li></ul><ul><li>… </li></ul><ul><li>Use emagiC CMS.Net as new content management solution </li></ul>
  13. 13. Fortis Merchant Banking Public Portal <ul><li>Why emagiC CMS.Net ? </li></ul><ul><li>MS .Net framework </li></ul><ul><li>Web-based interface with integrated WYSIWYG editor </li></ul><ul><li>Multi-lingual editing </li></ul><ul><li>Integrated content versioning </li></ul><ul><li>Language matrix tool </li></ul><ul><li>Role-based administration rights </li></ul><ul><li>Localization of the administration interface </li></ul><ul><li>Very scalable </li></ul>
  14. 14. Fortis Merchant Banking Public Portal <ul><li>Global/Local articulation </li></ul><ul><li>This portal is a single source of information for both large corporations (searching for global solutions) and SMEs (commercial banking solutions at the local level) </li></ul><ul><li>The whole content is centralized,managed and published by the « e-Channel » team in Brussels </li></ul><ul><li>Built-in workflow « produce/approve/publish » </li></ul><ul><li>The e-Channel team is even able to update Flash elements (e.g. Flash map displaying local business centers) through a simple XML system </li></ul><ul><li>Long-term ambition: enable countries to manage local content on their own </li></ul>
  15. 21. e MA giC
  16. 22. Fortis Merchant Banking Public Portal <ul><li>Business benefit </li></ul><ul><li>Efficient customer segmentation that guides you to the financial product that fits with your own needs. </li></ul><ul><li>  </li></ul><ul><li>Single portal providing a more consistent image of Fortis Merchant Banking Business. </li></ul><ul><li>  </li></ul><ul><li>Renewed brand image that helps Fortis to stand out in the European market. </li></ul><ul><li>  </li></ul><ul><li>Solid and flexible content management system driving the content for each of the 16 countries covered by Fortis Merchant Banking Business. </li></ul>
  17. 23. Fortis Merchant Banking Public Portal <ul><li>A proof of concept for the « full service » approach </li></ul><ul><li>Emakina provided an integrated solution including every part of the project: strategy, creativity and technological development </li></ul><ul><li>* Competitive benchmark </li></ul><ul><li>* Heuristic review </li></ul><ul><li>* Usability recommendation </li></ul><ul><li>* Design, integration and Flash development </li></ul><ul><li>* CMS implementation with custom-made developments </li></ul>
  18. 24. Thank you! Any questions?
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