The challenge

An award-winning site in its day, permanenttsb.ie suffered from a lack of strategic direction. Over the years it had become tired and unfocused.

Critically, it wasn’t delivering for the bank. As a sales tool, the site generated little revenue. As a service tool, customers found it difficult and unhelpful to use.

What we did

Our involvement with permanent tsb was wide-ranging: from strategy to deployment, and everything in between.

Web strategy: We defined and committed permanent tsb to a new online strategy. The main objective was to generate sales revenue from three specific products: credit cards, savings accounts and current accounts.

Site architecture: We restructured the site in order to deliver the new strategy. We streamlined the content and emphasised the products sales strategy.

Online sales: Product application forms were a big problem for customers: long and complex, few customers were able to complete them. We significantly reduced the number of fields in their application forms. And we used clever design to meet the bank’s regulatory requirements without disrupting customers.

Plain English: We wrote all the content in plain English, and defined tone and messaging to make sure the content met the bank's brand as well as customer needs.

Visual design: Our design achieved three (often competing) goals: present Permanent tsb’s friendly, fun-loving brand online; maintain a level of sobriety appropriate for a bank; and ensure a clarity and ease-of-use that helps customers find and apply for products

CMS implementation: permanent tsbʼs new site runs on T4 Site Manager, which we helped select, install, integrate and deploy.