The Royal Bank of Scotland has upgraded its Web site in line with research that suggests UK Internet users would rather cut to the chase and avoid flash and fancy Web design when surfing for financial services and advice.
The UK bank says it conducted extensive research and usability testing by its own customers, a cross-section of the public and other potential users, before redesigning it Web presence.
Richard Johnson, head of digital banking at The Royal Bank of Scotland, says: "Our aim has been to create a site for our diverse range of visitors which is clear, comprehensible and leads people to the information they need. We have responded to what users said they wanted and in many ways the site has been designed by them."
In addition to design and navigational improvements, the site has been updated to make information for personal finance, small business, corporate, and other visitors as clear and concise as possible, says Johnson. This is supplemented by free tools providing practical, interactive information and advice, including online calculators, independent tips on home improvements and house buying, and detailed data on every local area in Britain.
The upgraded site also features an Internet banking demo, enabling customersa to test-drive the Royal Bank's digital banking service before they sign up, and a small business clinic, offering a health check on business plans and an online databases of suppliers and competitiors.
The new site was developed for the bank by Internet agency HeathWallace.