Leading financial services brands and their customers
through digital change

Locations
ORM is…
An award-winning digital agency composed of thinkers,
creators and innovators.
We lead brands through digital change to confidently
face the future.
Using data and insight to inform our thinking, we
architect strategies, platforms and applications across
owned media.
We enable our clients to take advantage of tomorrow,
while generating meaningful value for them today.
• Part of Howard Hunt Group
• Group revenue £75m+
• Group employees 450+
• Established and profitable
Our services Our group
Some facts Clients
• Strategy and insight
• Experience design
• Content strategy and delivery
• Technology and development
• Client Services
ORM
• Head Office: London Bridge, London
• Project Office: Kings Cross, London
• Development Team: Wroclaw, Poland
GROUP
• Head Office: Dartford, Kent
• US Office: Boston, USA
• Europe Office: Madrid, Spain
• Based in London with 70 staff
• Adobe and Sitecore partner
• RAR Mobile Agency of the Year 2014
• Top 25 UK Agency - Drum Financial Report 2015
• Best FTSE 100 Website award in 2014 for RBS.com
• ISO9001 and ISO27001 accredited
Some facts Clients Locations

Strategy & Insight
• Business planning and digital roadmap development
• Financial modelling and business case definition
• Stakeholder and audience needs analysis
• Competitor landscaping
• Digitally-driven product/service innovation
• Market trends, future gazing, sizing and modelling
• Data analysis, measurement and performance
• Conversion Rate Optimisation
• Workshop facilitation
• Strategic digital consultancy
Experience design
• Audience research
• Information architecture
• User experience design
• Interaction design
• Visual design
• Service design
• Prototyping
• Usability testing
• Digital guidelines
Our Services…
Technology & Development
• Technical architecture scoping and design
• CMS selection and implementation
• Web platforms and API integration
• Mobile application design and build
• Quality assurance and testing
• Cloud and dedicated hosting
• Ongoing website maintenance and support
Client services
• Strategic account planning
• Account management
• Project management and resourcing
• Campaign coordination
• Brand and content QA
• Stakeholder management
Content
• Concepting and creative
• Tone of voice definition
• Content calendars
• Content optimisation and SEO
• Personalisation strategy
• Editorial styling, guides and training
• CMS training
• Copywriting

Powerful partnerships
Content
Management
Analytics
Hosting
Service layers Video Mobile

Financial Services Expertise

Digital business transformation

Aviva Investors
• Site relaunch, digital strategy and development roadmap,
content strategy, training, two full-time project teams
• UX redesign of the AI website across 15 global territories
to improve brand engagement and content journeys
• User-research conducted across 9 group workshops and
25 interviews, engaging 75 individuals from 3 audiences
• UX optimisation of the fund centre via prototyping, live
click-stream analysis and interviews
• Introduced outcome-oriented product display and
optimised fund data visualisation
• 24 month digital roadmap for serving individuals,
intermediaries and institutions, tracked back to
business growth objectives, supported by ongoing
KPI analysis

“I wanted to express my sincere thanks for all the
brilliant work and commitment to date and for your
help in making our brand launch such
a success this week. I'm delighted with progress
so far and that we have chosen such an excellent
partner in ORM. Please pass on my
thanks to the wider team.”
- Isla MacKenzie, Global Head of Marketing, Aviva Investors

“The new website is fabulous - what an improvement!”
- Euan Munro, CEO, Aviva Investors

Lead digital agency

Retained as the strategic digital agency responsible
for UX design and technology and the current and
future state of RBS.com
Projects include:
• 25 person audience research for group website
• Website re-design of rbs.com
• 40 person audience research for Corporate
International Markets site
RBS: Homepage redesign
80%
increase in
tablet traffic
58%
improvement
in bounce rate
263%
increase in
mobile dwell time
171%
increase in
mobile traffic

RBS: Homepage UX
optimisation
After the site redesign, to further improve engagement and
goal completion across key journeys from the homepage by
optimising the UX and content in-line with data and
behavioural analysis.
Results, 2014-15 homepage optimisation
+48%
Goals
completed
+25%
Goal
completion rate
+19%
Pageviews
+18%
Sessions

“Few agencies place the user at the
heart of everything they produce, as ORM do.
Their mobile responsive redesign of RBS.com
saw a 171% increase in mobile visitors in its first
month: one reason why we’ve retained them to
support us strategically.”
- Gregory Thorpe, Head of Brand, RBS

Digital strategy agency

• Defining a new adviser experience
• Global homepage redesign
• Content overhaul
• UX, design and front-end development
• Stakeholder interviews
• Research and consultancy
Global strategy and design

Wider digital expertise

Digital business transformation

First Great Western
Digital business transformation: from transactions to
long term valuable customer relationships
• 5 year digital strategy with a 141:1 ROI, £30million+ turnover
uplift
• Digital retail strategy, business strategy and consultancy
• Website and mobile design and build across all touch points
• Audience research, 70+ users, 30+ business stakeholders
• Customer Experience mapping
• BAU and ongoing website support, ATL campaign to digital
campaign execution
• Technical consultancy and solution design
• Digital innovation: smartwatches, wearable tech
and more

Industry leading disruption information
solution
PIDD is the first travel hub for passengers’ mobiles which combines industry
feeds to give passengers unprecedented access to real-time train schedules
and running data, live departure boards and re-routing information.
“All the hard work has paid off big time.
These are extreme results. Far better
than what I was expecting. It is simply
Amazing. Can't thank you guys enough
for making this such a success.”
—
Jason Ali, Head of Digital, First
Great Western
Results
• 355% increase in users compared
to the old ‘travel-advice’ section
• 242% increase in travel operational
page views
• 64% are viewing travel-updates from
mobile devices
• 58% are coming from external sites
• 50% of users open a ‘carousel’ to reveal
more details on their journey

ORM designed a new booking-flow which was tested via a
prototype and against the live site. Completion rates of
each stage of ticket-booking improved by an average of
20% against the live version.
Service design

“I can honestly say that ORM are the best agency
I’ve ever worked with. They take time to
understand my goals and requirements and go
ahead and deliver on time, every time.”
- Jason Ali, Head of Digital, First Great Western

Lead digital agency

Design strategy
Mobile app, desktop
website and mobile website
user experience & design

Retail Strategy
A vision for our future
August 2014
Apple Watch App ORM designed and built National Rail Enquiries’ Apple Watch
application, the first wearable in the rail industry.

10:09
London Waterloo
to Egham
London Bridge
to Gatwick
Putney
to Richmond
London Liverpool St
to Rhoose Cardiff Int…
Staines
to Epsom
My Journeys
My Journeys
10:09
London Cannon St
0.3 miles
London Bridge
0.2 miles
London Fenchurch St
0.3 miles
London Blackfriars
0.3 miles
London Waterloo
0.3 miles
Nearest
Nearest stations
Home screen Interstitial App background
08:01 08:56
Plat. 1
Dep: Arr:
08:21 09:26
Plat. 1 16m late
Dep: Arr:
08:41 09:41
Plat. 1
Dep: Arr:
From: Ldn Waterloo
To: Egham
Close
16:21 Ldn Waterloo
Last updated at 15:58
17:44 Plat. 6
10:09
London Bridge
18:20 Plat. 6
East Croydon
19:20 Plat. 3
Crawley
19:25 Plat. 3
Gatwick
Journey details
08:01 08:56
Plat. 1
Dep: Arr:
08:21 09:26
Plat. 1 16m late
Dep: Arr:
08:41 09:41
Plat. 1
Dep: Arr:
From: Ldn Waterloo
To: Egham
Close
16:21 Ldn Waterloo
Cancelled due to earlier
signalling failures
Cancelled
10:09
London Bridge
Cancelled
E Croydon
Cancelled
Crawley
Cancelled
Gatwick
Details (disruption)
Short Look
Train Delayed
NATIONAL RAIL
ENQUIRIES
Long Look
10:09
NATIONAL
RAIL ENQUIRIES
Disruption has
been reported on
your route between
London Paddington
and Swindon
10:09
My Journeys
Nearest Stations
Main menu
10:09
From: London Waterloo
To: Egham
Delays: View on iPhone
My Journeys
Bristol Temple Meads
Dep: 08:37
Plat. 4 16m delayed
Rhoose Cardiff Int…
Dep: 08:37
Plat. 6 Cancelled
Westbury
Dep: 08:31
Plat. 2 On time
Bath Spa
Dep: 08:01
Plat. 1 On time
Departures
10:09
From: London Waterl…
To: Egham
Delays: View on iPhone
Nearest
London Cannon St
Dep: 10:20
Plat. 3 5m delayed
London Cannon St
Dep: 10:25
Plat. 1 Cancelled
Brighton (E Sussex)
Dep: 10:13
Plat. 10 On time
London Charing Cross
Dep: 10:08
Plat. 2 On time
Departures
Common screens
My Journeys
Notifications
Nearest Stations
08:01 08:56
Plat. 1
Dep: Arr:
08:21 09:26
Plat. 1 16m late
Dep: Arr:
08:41 09:41
Plat. 1
Dep: Arr:
From: Ldn Waterloo
To: Egham
Close
16:21 London Waterl…
to E Sussex
Last updated at 17:00
Plat. 10
Departed on time
10:09
London Bridge
Plat. 6
Departed on time
East Croydon
Plat. 3
Departed on time
Crawley
Gatwick
Journey details
View on iPhone
Dismiss

Lead mobile agency

Spirit have over 800 pub and restaurants within
their 7 pub brand. Having recently re-platformed
with a new ePoS system and marketing automation
software they needed to consider the impact of UX
and what it means to their business.
The UX strategy was used to educate the board and
key stakeholders about audience needs and market
trends, while benchmarking their brands
against competitors.
Group wide UX strategy with recommendations
and roadmap of tactical deliveries for
branded applications.
Spirit Pub Group

• Fayre and Square saw an 36% increase in meals sold in the
pubs which received the personalised offers against
control test pubs
• Fayre and Square saw 31% increase in spend per transaction
• There are over 10,000,000 different variants in marketing
campaign content due to personalised offers
• Guest Data, CRM, Loyalty and Digital Presence are now a
key feature of the overall business objectives and
board discussions
• Total ROI increase of Spirit’s investment to truly omni-
channel, data-driven marketing strategy equalled 211%
in the first year
• Spirit have identified the Fayre and Square guest ‘Lifetime
Value’ scores improve 607% per individual when the guest is
engaged via multiple channels and touch-points (i.e. the
guest is an active mobile app user, who opens emails, books
online and redeems offers)
The Results

"We’re extremely proud of our Reward App,
because it takes the technology one step further
than traditional loyalty apps, by using the data
collected when guests are dining with us and
applying it to provide personalised promotions.”
– Kenny Skelton, Digital, Insight and Brand Director for Spirit

Thank you
Michael Walker, Senior Business Development Manager, ORM
michael.walker@ormlondon.com
ormlondon.com
@ormlondon