Fifth Third Bank
Corporate Web Site
Usability Testing & Design Recommendations
Fifth Third Bank is a Fortune 500 powerhouse with over $110 billion in assets. It operates 16 affiliates with over 1,300 full-service Banking Centers in twelve states. Fifth Third engaged Scoresby Interactive to:
- determine the usability of the corporate web site from the perspective of various, interrelated sub-groups,
- identify ways of increasing bank loyalty and encouraging prospective customers to switch banks,
- assess the value of the site in its ability to enhance the Fifth Third brand with customers, non-customers, and internet bankers, and non-internet bankers.
We designed a usability test with a balanced 2x2 factorial design and crafted activities and task scenarios calculated to answer over 50 questions about the site. Then, we observed and interviewed recruited participants as they worked through established test scripts. The extensive report, video, and presentation delivered to Fifth Third executives were received with enthusiasm and subsequently used as a roadmap for optimizing the site's user experience.
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