The Design
Lloyd Northover developed a new site that articulates the benefits of NS&I products and reinforces a brand which has no high street presence apart from a low-key presence in Post Offices. An e-commerce system makes more products, including Premium Bonds, available online. A needs-based approach to sales is used, with features like a ‘help me decide’ function that enables customers to find the best product for their needs, a tax free savings calculator and a ‘call me back’ function for customers requesting personal assistance or more information. A content management system allows NS&I staff to update marketing areas of the site, and the site complies with strict accessibility standards.
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The Results
Within 6 days of going live the site saw £10million worth of sales. In the two months following the launch, online sales increased by 1,467 per cent, from £3million to £47million. Half of all new sales were to customers who had never bought an NS&I products before. Return on investment in the website was achieved in less than a day. The impact on back office processing has also been dramatic: the number of downloaded application forms which need to be manually inputted has reduced from 5,000 per month to just 1,800 and online sales now account for 6.5 per cent of NS&I’s overall revenue.
Judges’ Comments
‘This is the best rebranding of a website I have ever seen,’ said Darren Briggs, Head of Internal Communications, Vodafone. ‘The team at NS&I must have jumped with joy in the first week of this site going live. An inspirational execution.’ David Godber, Director at Nissan Design Europe called it a great example of design used ‘to solve many problems in e-access and e-communication. The results speak for themselves’.
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