It’s no secret that a first-time online banking visitor has far different needs than the power user returning for login #1,712. But most banking sites provide the same visual login treatment for all users.
That forces new users to search out buried "getting started" or "register" links. Or they will make time-consuming, and expensive, phone calls to customer service for guidance.
And the one-size-fits-all approach is not optimal for experienced users either. As they skim by the static boilerplate in the banking version of banner blindness, power users miss the chance to learn more about new features and promotions.
The new design unveiled last week (4 June 2013; see old look in last screenshot below) from TD Canada Trust aims to solve both problems:
- After selecting login on the homepage, new users are shown a page with prominent help on how to get started along with links to register, take a tour, get help and so on (see first screenshot below).
- Previously logged in visitors see a page featuring a banner below the login box emphasizing a single online banking feature and contextual links on the right (see second screenshot).
Bottom line: I like the concept. And eventually the bank can segment even tighter showing different looks for intermediate users, mobile-primary customers, French-speaking customers, and so on. Even in this first iteration, TD could make it better by:
- Greeting/welcoming the customer
- Providing more detailed instructions (e.g. What’s the optional "description" box for?, Why are they asking for access card number or username?)
- Adding more graphical emphasis to draw the user’s attention
For reference, see how Chase Bank handles new and existing visitors.
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TD Canada Trust login page: First-time user (4 June 2013)
Note: Getting started info placed in right column
TD Canada Trust login page: Existing user
Note: Online banking tips are displayed under the login box and contextual links are shown on right, in this case a link to the mobile app
Previous login page (3 June 2013)
