Different Approaches to a Common Goal: Mobile-First Site Revamps

Will Carlson by on Jul 06, 2017

Fifth Third Bank and Capital One recently overhauled their personal banking and small business client private sites, respectively. While the firms take different approaches to site design, navigation and organization of content, both sites are optimized for mobile and tablet experiences. Given the rise of multi-platform usage, it’s become important for firms to roll out sites that provides a seamless experience on all devices. Both Fifth Third and Capital One have succeeded in creating a functional site adaptable to any platform, and both take a minimalistic approach, the former in terms of content per page and the latter in terms of navigation.

Fifth Third’s new private site mirrors a mobile or tablet site experience, with minimal content on pages but more pages required to complete each task. For example, to make a transfer or pay a bill, clients complete the process across five different pages. Formerly, the bill pay process could be completed from a single page, an experience that matches that of most other banking private sites. On mobile phones and tablets, the goal is to limit the amount of scrolling required and to eliminate excessive or tiny text on each screen. This design approach has now made its way to the desktop experience as well. Content on the Fifth Third site is now generally spread out across various pages and organized into many layers using intrapage tabs; links to related pages are rarely provided. A left sidebar serves as the new main navigation, with the user’s current location highlighted in green, complementing the general horizontal flow of content throughout the site.

Fifth Third Bank Private Site Homepage

Capital One takes a different approach for its new small business card holder private site, organizing content on very few pages. The new site does not include a main navigation structure and houses information on a limited number of total pages, utilizing lightboxes instead to house tools and services. This strategy accomplishes many of the same goals as the Fifth Third revamp in that it reduces the amount of scrolling and the burden of a complex and deep navigation. The use of lightboxes makes it simple for users to return to the main site pages. The site also has responsive capabilities and an aesthetic much like that of its mobile app. The firm has yet to update its consumer credit card private site, likely testing out the minimalistic design on small business clients first.

Capital One Small Business Private Site Homepage