Leading independent financial services group PSG has launched its new, consumer-centric website.
“Having restructured the business, PSG required the consolidation of multiple websites with a holistic, user-focused approach. After some nine months of research and development in collaboration with Publicis Machine, the new site repositions the brand and its offering as easy to understand and access,” says Tracy Hirst, Head of Marketing at PSG.
Months of work were put in by Publicis Machine and the web team at PSG to ensure that the end consumer was considered throughout the user journey.
“The financial services industry can be a challenging one to translate, especially digitally, but by spending time in user research and relying on existing site data, Publicis Machine ensured the final product not only looks good but is also easy to navigate,” Hirst says.
In order to move from a division-focused approach to a user-focused approach, the design process started with producing a user experience roadmap. This identified various personas that would access the site and their objectives when interacting with it.
The ‘what-we-offer’ matrix, a dominant feature on the home page of the website, emphasises the user focus. It lets the user choose their audience view and subsequently the products and services that are most applicable to them.
The site is fully responsive across the entire spectrum of mobile and desktop browsers. It converts seamlessly to smartphones, phablets, tablets, personal computers and any other device installed with a modern browser.
“We chose Publicis Machine because of the team’s track record in financial services web development. They took the time to understand our business and displayed a great deal of attention to detail,” says Hirst.
“The challenge was to take multiple sites with multiple existing users and combine these into one holistic financial services offering. We are very happy with the final result.”
Andy Gilder, Head of Digital at Publicis Machine says, “We believe we’ve developed a great mix between utility and experience – one that we feel will aid the brand in its many digital objectives going forward.”
“We’re acutely aware of the changing nature of the web and the speed at which the South African user is developing and we’ll be on hand to ensure the site evolves alongside the needs of its users,” Gilder concludes.