HypoVereinsbank Onemarkets

Case Study

Orientation on all devices: Usability as a success factor for the new web presence

HypoVereinsbank onemarkets stands for investment and leverage products in Germany. As part of UniCredit, HypoVereinsbank (UniCredit Bank AG) is one of the top issuers in Germany.

Starting position

Digital transformation, the changing competitive landscape, legal requirements and data protection are the core themes that are the main focus of the financial industry. Due to digital customer behaviour, new competitors and regulatory requirements through financial supervision and compliance, many financial services providers are undergoing a process of change.

 

As the investment and leverage products in the market are homogenous and interchangeable, a differentiation must be made from the competition, in particular via the services offered on website. Today, differentiation possibilities are related to content, relevance, usability and value-adding functions for the customer.

The aim of the reorientation of the website

The target groups of onemarkets are B2C customers, such as traders or consultants, as well as, B2B customers, such as customer service providers or asset managers. The respective target groups are homogeneous, but have different requirements regarding online offers. There are, however, similarities among the target group segments. All seek orientation in the market for investment and leverage products.

The declared aim of the redesign project was to provide customers with orientation and information on complex financial products on all clients’ end devices.

Implementation

Within the redesign project, the usability for the website visitor was improved and the customer experience for B2C as well as B2B customers increased.

The key features of the new website are the integrated search, filter and DeepL access to products and product details. Easy orientation on the website is essential as there are over one million investment and leveraged products in the market.

In addition, a target group-specific customer approach and dynamic content on the website increase the relevance.

Interactive charts with various analysis functions extend the service spectrum. If information on financial products is required for more detailed reading in paper format, product details with charts, risk classes, etc. can also be printed out in the optimum format.  

A tag cloud 2.0 provides information on the most traded stocks at the moment.

An integrated blog and news feed provide relevant and up-to-date content.

To the website:

https://www.onemarkets.de

Challenge

As a leading issuer, HypoVereinsbank onemarkets offers a broad range of financial products that take into account different risk and opportunity propensities, market opinions and investment horizons. onemarkets stands for orientation in the financial market for investment and leveraged products. The declared aim of the realignment was to offer customers orientation in complex financial products on all end devices.

As the investment and leverage products in the market are homogeneous and interchangeable, differentiation from the competition must take place in particular via the digital service offering. Differentiation possibilities therefore relate to content, relevance, usability and functions that create added value for the customer.

The target groups of onemarkets are B2C customers such as traders or advisory customers as well as B2B customers such as account managers or asset managers. The respective target groups are homogeneous in themselves, but have different requirements for the online offer. However, there are also similarities between the target group segments:

They all seek orientation in the market for investment and leveraged products. For this reason, the declared aim of the redesign project was to provide customers with orientation for complex financial products on all end devices.

Solution at a glance

Adobe Marketing Cloud with

  • Adobe Experience Manager Sites
  • Adobe Experience Manager Assets

Results

  • Website visitors are optimally reached on all end devices
  • Increase of the content relevance
  • New filter and search function offers visitors first-class orientation, which is necessary for homogeneous products in the market
  • Better customer experience
  • Expansion of the online business