Emakina Academy #13 : Fortis Merchant Banking Public Portal
Upcoming SlideShare
Loading in...5
×
 

Emakina Academy #13 : Fortis Merchant Banking Public Portal

on

  • 2,052 views

 

Statistics

Views

Total Views
2,052
Views on SlideShare
2,050
Embed Views
2

Actions

Likes
1
Downloads
35
Comments
0

2 Embeds 2

http://www.brice.net 1
http://www.fachak.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Emakina Academy #13 : Fortis Merchant Banking Public Portal Emakina Academy #13 : Fortis Merchant Banking Public Portal Presentation Transcript

    • Fortis Merchant Banking Public Portal Olivier Perals Senior Account Manager Emakina
    • Fortis Merchant Banking Public Portal
      • Briefing
      • Visitor centric (no mirror of MB’s internal organisation)
      • Putting forward MB’s integrated cross-border, cross-skill, high value approach (marketing showcase)
      • 1 umbrella portal, several sites or editions based on clients segmentation clusters and/or geographical scope:
        • Medium-sized companies (2.5M€ - 250M€)
        • Large corporate (>250M€)
        • Public companies and organizations
        • Financial institutions and intermediaries (traders…)
    • Fortis Merchant Banking Public Portal
      • Challenges
      • Define a better customer-driven segmentation with a specific approach for each category
      •  
      • Provide a competitive benchmark, a comprehensive status of the current websites and a relevant strategic recommendation based on Emakina's expertise
      •  
      • Install a convenient content management solution for easy updates on the website while keeping a strong workflow
    • Fortis Merchant Banking Public Portal
    • Fortis Merchant Banking Public Portal
    • Fortis Merchant Banking Public Portal
      • Market knowledge: Competition benchmark
      • Emakina analyzed competition’s web presence and strategy
      • Helped Fortis to understand the context, detect new opportunities and learn lessons from good, best, bad and worst practices
      • 7 key elements in the line of fire :
        • Structure/Navigation
        • Homepage
        • Profiling
        • Content
        • Interactivity
        • Banners/News
        • Search
    • Fortis Merchant Banking Public Portal  Essential elements Visual hierarchy Structure represented Hint of content Geographic scope Intuitive goals Call-to-action 
    • Fortis Merchant Banking Public Portal
      • Heuristic review
      • Sytematic review of the content
      • Find, identify and prioritize usability problems of your own website(s)
      • 7 key elements in the line of fire :
        • Structure/Navigation
        • Homepage
        • Profiling
        • Content
        • Interactivity
        • Banners/News
        • Search
      • Ultimate goal: enhanced user experience
    • 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.
    • 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 .
    • Fortis Merchant Banking Public Portal
      • Emakina’s recommendation
      • User-centric approach: more focus on interactivity and content to improve search-engine friendliness
      • Show why Fortis is different from the others (innovative image)
      •  
      • Tighter and clearer customer segmentation that better profiles each category of customer
      • Use emagiC CMS.Net as new content management solution
    • Fortis Merchant Banking Public Portal
      • Emakina’s recommendation
      • Construct clarity between the main [brand] .com when using a dedicated MB website
      • Keep the overall company galaxy (websites) as simple as possible
      • Objective segmentation based on tangible criteria
      • Create an overall atmoshpere to gain trust and confidence
      • Divide content into small portions, and especially short paragraphs
      • Present content so it is scannable
      • Keep to ‘ writing for the web ’ guidelines, like using bullet points, grouping, keyword highlighting, etc.
      • Provide explanations at logins for secure content
      • Integrate multiple media in brand or services presentations
      • Use emagiC CMS.Net as new content management solution
    • Fortis Merchant Banking Public Portal
      • Why emagiC CMS.Net ?
      • MS .Net framework
      • Web-based interface with integrated WYSIWYG editor
      • Multi-lingual editing
      • Integrated content versioning
      • Language matrix tool
      • Role-based administration rights
      • Localization of the administration interface
      • Very scalable
    • Fortis Merchant Banking Public Portal
      • Global/Local articulation
      • 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)
      • The whole content is centralized,managed and published by the « e-Channel » team in Brussels
      • Built-in workflow « produce/approve/publish »
      • The e-Channel team is even able to update Flash elements (e.g. Flash map displaying local business centers) through a simple XML system
      • Long-term ambition: enable countries to manage local content on their own
    •  
    •  
    •  
    •  
    •  
    •  
    • e MA giC
    • Fortis Merchant Banking Public Portal
      • Business benefit
      • Efficient customer segmentation that guides you to the financial product that fits with your own needs.
      •  
      • Single portal providing a more consistent image of Fortis Merchant Banking Business.
      •  
      • Renewed brand image that helps Fortis to stand out in the European market.
      •  
      • Solid and flexible content management system driving the content for each of the 16 countries covered by Fortis Merchant Banking Business.
    • Fortis Merchant Banking Public Portal
      • A proof of concept for the « full service » approach
      • Emakina provided an integrated solution including every part of the project: strategy, creativity and technological development
      • * Competitive benchmark
      • * Heuristic review
      • * Usability recommendation
      • * Design, integration and Flash development
      • * CMS implementation with custom-made developments
    • Thank you! Any questions?