Triodos international publishing platform
The all new redesigned Triodos website is a publishing platform in six countries where besides the normal content clients show their projects in articles and seven three-minute documentaries giving the impact Triodos makes a face in all countries.
The online proposition of Triodos was quite weak, heavily outdated and not very distinctive. It lacked both customer delight on the one hand and the feeling that you are part of a movement on the other. Where the campaigns and marketing in the outside world did a great job, their online ecosystem was a deception for those people who were attracted by the Triodos tv ads and marketing.Triodos knew this, but also saw it very clearly in conversion rates and fall-out in the on-boarding process. The website was a very classical “banking products and how to open an account” website (and app) in all countries where Triodos operates (NL, Spain, UK, Germany, Belgium and France).The online proposition had to be in line with the brand, and truly ready for a future in which Triodos aims to engage people more and make a difference with very special services and experiences (such as the Heart/Head days) to be part of a community of more than 700,000 like-minded ‘members’ or even ‘fans‘.
Additional
Since november there are many successes to celebrate. Conversion rates increased considerably and we see an improved ranking. Visitors become customers faster (we see a sharp increase in purchases in the first 24 hours and less fall out during the on-boarding or first website visit). Countless enthusiastic responses too (despite many daring choices we made) and the number of app users rose by more than 30%.Triodos has received an honourable mention as best practice at the Accessibility Congress.
You don't choose for Triodos for specific products but for it's mentality, values and impact. So our idea: let fans from all countries express that mentality, reflecting directly on Triodos and thus reaching & inspiring new fans to become part of the movement.
Triodos was strong in the awareness phase, but not in the orientation phase. There was a big gap between campaign and online presence, as if visiting a different bank.How to change this? We found that clients in all countries strive for positive impact on people, planet and society and are more than happy to tell & share their inspiring stories. So Triodos is a potential storytelling platform.
For banks inspiring content is often hard to produce, but for Triodos this is so easy that it tended to be overlooked. We asked real fans to model for the products they use, and we asked a talented filmer/photographer to make seven 3 minute documentaries about inspiring clients/fans from each country, thus creating a true sense of belonging.
Triodos Bank is the worlds most sustainable bank & growing fast. Thousands of Europeans join the bank every week for an account, loan or to manage their investments. They choose to be part of a sustainable movement and are proud when they pay with their bankcard or mention the bank.
Triodos has a distinctive position of positive change for people, planet & society. However, the online presence was very insufficient and not ready for the digital context of tomorrow. In order to develop their movement, an all-new online omnichannel experience to lead Triodos into a digital transformation was called for. A large project with a scope covering six countries. The goal: migrate all 11 websites and apps into one future-proof platform connecting back- & front-end and allowing quick and continuous improvements.
The agency was asked to define online strategy, concept and UX which best shows the impact of Triodos, and translate this into an online identity for websites and app's.
