Over the years, Chase Bank has made impressive design improvements on its homepage (see note 1). One thing they do better than most is attract the attention of their non-online banking customers.
A large blue square surrounding an orange button beckons users to "Get a User ID" (see inset). It's well positioned in the prime upper-left corner, and it has the ubiquitous "Web 2.0" orange working for it.
Unfortunately, after clicking the button you are transported back in time to a page virtually devoid of color and design (see screenshot below). In addition, the form immediately asks for info that many users may not want to reveal (SSN) or may not have access to at the moment (account number).
Recommendations
- Redesign the page to make it more appealing.
- Add prominent links to customer service for help.
- Ask only easy questions on the first page: name and email address is enough to
engage the applicant and provide enough info for followup if the
application is abandoned.
Notes:
1. Here's the homepage today (left) vs. the busy look four years ago (20 Nov. 2002)
