The new-look presents product information in a dramatically different way, simplifying the most important information so that users can quickly decide if it is appropriate for them.
This approach is demonstrated by the presentation of product and service information. For example, if a customer looks at the Fixed Rate Monthly Saver account, the following would appear:
Consider it if...
You want to put away at least £20 every month
You want to get a better interest rate if you leave your money alone
You still want instant access to your money at a branch counter if you really need it
Don't consider it if...
You want to save less than £20 a month
You think you might need to withdraw cash regularly
You want to access your money by phone, post, internet or cash machines
Mary Murphy, head of e-commerce at Abbey, said: "Our aim with the new site is to inform people, not to be a hard sell. We want people to get the right information and to help them make the most appropriate choice."
Oyster Partners, the online interactive agency, helped redesign and build the new site and carried out accessibility testing with selected user groups, including people with a range of disabilities.
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