Emakina Academy #13 : Fortis Merchant Banking Public Portal

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…)

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

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 

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 .

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

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

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

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

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.

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?

Emakina Academy #13 : Fortis Merchant Banking Public Portal

by Emakina on May 05, 2009

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

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