The Challenge
BankFinancial, a Chicago-based banking institution founded in 1924 has grown steadily over the past eighty years with their uniquely personal service. But as all banks have discovered, the internet is a crucial gateway for both banking prospects and current customers. BankFinancial turned to Publishing Dynamcs to create a new site that translates their customer-centered approach into a persuasive and powerful Web experience.

The Process
Publishing Dynamics surveyed the competition, as well as BankFinancial's current Web offering. By meeting with key BankFinancial leaders, we discovered the intrinsic differences BankFinancial offered offline weren't appearing on the Web, both in the personality and usability of their site.

Our team leveraged the current BankFinancial color palette to draw out a more vibrant vision for the company and it's audience. We also found that people had always been the difference for BankFinancial, leading to the addition of images and shapes that would help users connect more tangibly with the BankFinancial brand identity they were so familiar with at the local branch level.

Then, we organized the interface to take advantage of usable conventions. A persuasive discourse between pages was developed for a more pleasing experience. Complementary services were integrated at the appropriate times in the interface. Current customers could log-in to their accounts directly, easily from the homepage. Visual elements were added at every turn to more clearly communicate BankFinancial advantages and benefits to the user, with vernacular that is inviting and friendly.

The Results
BankFinancial.com is now clearly communicating their personal experience online. The interface is more usable and friendly through a visually engaging, technically efficient experience. The loop has been closed to support all BankFinancial’s brand messaging throughout the communication lifecycle, this venerable institution has effectively leaped ahead of the competition for Chicago’s personal and commercial banking business.