Summer 2021 / Neelkanth Website / User Experience Design

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Company

Neelkanth Safe Deposit

Team

Emma W. - Business Consultant

Atul P. (Me) - UX/UI Designer & Consultant

Kenny S. - Project Manager

Saajan M. - Frontend Developer

Sudeep R. - Backend Developer

Ujen M. - QA

Timeline

Feb 2021

Background

Neelkanth Safe Deposit is one of the UK's leading Safety deposit locker companies whose mission is to be the safest place for valuables and provide peace of mind to their customers.

As a rapidly growing company that entered a new phase in their business journey, Neelkanth needed a new website that would better represent who they are and what they offer, and also function as a hub for their lead generation activities. They tasked us with creating a website that would be tailored to their users by stepping away from a product-centric approach and embracing the customer-centric one.

Problem Space

How might we redesign the NSD website to be a more modern, self-service platform that is fully customer-centric?

BHL & NSD have been operating a standard model for around 30 years which has been successful, however there are concerns as to whether they will be able to stay relevant to the younger audience & support future growth.

Challenges

• The design is outdated and at the same time does not exhibit an established and exclusive company with prestigious clientele.
• The website is not responsive on mobile devices, plus, the layout needs to be improved so it is easier for users to understand where to go next.
• Decrease in YoY revenue growth as they were losing younger audience to competitors with better online presence & systems.
• Content across the website could be improved with professional copywriting - ensuring key points stand out and customers are aware of the benefits.
• There should be more 'calls to action' encouraging visitors to get in touch, e.g. 'Sign-up today' or 'Get in touch.
• It should be much easier for customers to understand how to sign-up. The current sign-up process seems complex, and involves completing a PDF form - it is important for customers to be able to engage quickly, otherwise, they may lose interest and go elsewhere. This could be improved via an online sign-up process, which guides users through the process and only asks them to complete the required information based upon responses to original questions.
• Also by capturing basic information early, such as name and email address - the applicant can be logged as a lead, which means that they can be followed up with by a salesperson even if they do not complete the registration process. Currently, there is no way of capturing visitors who have dropped out of the application process.
• Currently, the visitor has to email the company in order to register - this presents inefficiencies for both the visitor and NSD. A process that could be easily automated using CRM and web portals.

https://s3-us-west-2.amazonaws.com/secure.notion-static.com/d7ed866c-d45e-4e83-b23d-3edfbcac0186/NSD_Before_and_After_Website.mp4

Understanding users & their needs

We lacked understanding in customer wants, needs, and expectations. So, we conducted several stakeholder interviews along with 8 in-person interviews, each from the target demographic audience to understand the key questions customers had during different stages of their buying journey - Awareness, Compare, Select - and how we might best answer them.

Competitor/Comparative Analysis

To gain inspiration and identify best practices for our website redesign, we conducted a competitor analysis. We began by looking at the websites of several other safety deposit providers including Lloyd’s, Barclays, Securus, Metro Bank, and Mint.