The new Credit Suisse Brand nudges the Entrepreneurial Mind of any person. How can we make use of it on the web?
While Wolff Ollins created a new brand identity for Credit Suisse, Publicis Sapient was asked to create a new experience for private banking. Banks are in a business of trust yet they struggle in earning trust from their customers. Finance is complex. To fully understand banking products, customers need to be experts. We created distinctive content on a „Story First Approach“. Every user flow was user-centric and provided all functionalities and support needed to make a choice.
“80% of C-level thinks that they deliver “superior customer experience. 8% of customers agree.”
–– Bain & Company study of 360 enterprises
Our users have little time, and their attention is sparse. Let’s embrace these constraints.
5 sec: 1st interaction – Let’s engage with the user, bringing them from leaning back to leaning forward.
25 sec: Make a choice – Let’s enable the user to actually make a choice of the next task at hand, enabling action.
55 sec: Accomplish a step – Let’s make sure that the user can actually accomplish a step. Be it the first calculation, or informing about a topic, or making an appointment.
60 sec: Pause and enjoy – Let’s give the user some time to transition to the next place on the website. Or, make the user enjoy the accomplishment of a step, before heading to the next task
We leveraged aspects of the design language to support the page layouts, typography and photography handling and module design.
Moving with Intent.
Expressing purpose communicates the future focus and forward-thinking attitude of CreditSuisse. We maintained a clear and confident layout to reflect the brand’s heritage and direction. In order to build trust with customers, we needed to ensure the brand perception stayed approachable, connected, and adaptable.
Our icons reference the new typography. We can use them to signpost users around the site and elevate the brand when photography is not needed. To remain accessible icons are supported with clear labels.
A primary aspect of the brand is the layering of objects.
For example, a headline layered on top of an image. This visual also manifests itself in the stream concept of the brand and is echoed appropriately in the digital experience. In digital, emphasizing offset elements is key to creating interesting branded layouts and a holistic ‘rhythm’ across the site. It will also help in further defining the approach to animation and micro-interactions. Bold use of imagery is a key component to the brand and digital experience. Images that bleed off the stage create an immersive, cinematic style. It also supports the “stream” brand concept and works well with interactive modules.
Re-purpose. Re-use.
The modules in the design system are meant to be re-used across the site as needed. In some cases, the same module may be shared across multiple pages. Other times, the content of a module might be completely altered but keep the same module type.
The design system has been created with this repeatability in mind. At times, new modules may be added to support a new need from the business. The systematic rules from digital, as well as brand guidelines, should always be carefully considered.
My Role & Responsibilities
During this project, I was responsible for the creation of different areas of the UI elements and defining the art direction of the banking assistant. I was also responsible for the creation of a digital styleguide and making sure the team delivers consistent design components. I directly reported to the design leadership.
The Team
Tom Schaafs – Group Creative Director
Adam Boyette – Associate Creative Director, Visual Design
Konstantin Weiss – Creative Director, UX
Peter Jakubek – Program Manager
Marc Schneider – UX Lead
Michael Brandt – Design Lead
Daniela Kempkes – Design Lead
Janina Braun – UX Designer
Dustin Roxborough – UX Designer
Andreas Peters – Content Strategy
Rebecca Werres – Visual Designer
Nicky Krusch – Visual Designer
Lisa Trenks – Junior Designer
Julie Nathan – User Research
Bastian Winkler – Architect
Agencies
Branding – Wolff Ollins
Web Development – Namics (Merkle Group Inc.)