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BANKING & FINANCIAL SERVICES

ING WB: Online Strategy Provides Easy Access to Content, Increases Return Visits


The Challenge

ING Wholesale Banking (ING WB) website visitors—CFOs, treasurers and senior consultants—are looking for a clear overview of available services, as well as descriptions of the bank’s current experience with and solutions to specific issues. Unfortunately, users quickly lost track of relevant information in the separate “islands” that made up the bank’s online environment.

The bank needed a better structure within an inspiring, dynamic environment—one that would result in more frequent visits. ING WB also wanted an integrated newsfeed to guide multinationals through the current turbulent financial climate as well as a single platform for all its products and local websites. The challenge was to combine all three of these requirements into a cohesive, dynamic online presence driven by content.


Our Approach

Mirabeau, a Cognizant Digital Business, and ING WB partnered to build the required website. It would have a fully responsive design and customized content for multiple devices. The initiative involved a roadmap to first identify the target audience for the bank’s content and then separate that audience into “personas” in support of the team’s understanding of the motivation, goals and behaviors of online platform users. Relevant stakeholders were interviewed to clarify the requirements of the new platform. Umbraco was chosen as the content management system (CMS). The goal: to achieve optimum online user satisfaction.

Mirabeau’s content consultants actively prepared ING WB for content production. We set up an editorial guide and appointed a quality control officer to ensure standardized content and constant maintenance.

Rethinking Content Delivery Widens Consumer Reach

By putting content first, ING WB ensures its voice reaches the right audience with the right information at the right time.

In a content-driven world, Mirabeau and ING WB have created a modern digital design that paves the way for an online presence. It is a valuable source of knowledge and market insight. The bank’s goals for its site restructure initiative are twofold: optimal customer engagement—via its service overview, which combines the formerly separated “islands” of online information into a single space, and integrated newsfeeds—and more frequent visits.

Personalize content

based on country-specific search

Integrate design and strategy

for holistic information delivery across multiple devices

Maintain continuity

through an integrated CMS for long-term quality assurance


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