Finance, Insurance & Fintech
Case Study: Digital Transformation & UX/UI Development for ING Bank
ING Bank
Client Overview
ING is a global financial services company with a strong focus on innovation and customer service. ING Direct, the bank's direct banking division, operates primarily in retail banking and offers services such as savings, investments, and mortgages.
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Customer Base
ING serves over 39 million customers across 40 countries. ING Direct operates in several key markets, including the Netherlands, Germany, the US, and Australia.
Global Reach
Operates in 40+ countries globally, with a strong presence in Europe, North America, and the Asia Pacific.
Employees
Employ more than 58,000 professionals across the world, providing services in banking, investments, and financial services.
Revenue
ING Group's total revenue for 2024 amounted to €20.2 billion, with ING Direct contributing a substantial portion from its retail banking activities.
Profit Before Tax
ING Group achieved a profit before tax of €5.5 billion in 2024.
Products & Solutions
Provides a wide range of products, including retail banking, insurance, investment solutions, and corporate banking services.
Market Presence
ING Direct is one of the largest direct banking brands, with a significant customer base in Europe and North America.
Technology
ING focuses heavily on digital banking solutions, mobile banking applications, and advanced technology such as AI and data analytics to improve customer experience and services.
Industry Recognition
ING has been recognised as a top global bank for innovation, particularly for its mobile banking platform and commitment to digital transformation.
The Challenge
As part of its GENOMA digital transformation programme, ING Direct aimed to modernise its centralised employee system and customer-facing application software. A critical component of this transformation was the marketing website, which needed an optimised UX/UI strategy and development to align with the new platform.
Previous Approach
ING Direct had a large digital transformation team of 200+ professionals, but lacked a dedicated specialist in UX/UI development for the marketing website. The business required expert guidance to ensure the platform was modern, responsive, and aligned with its digital transformation goals.
Impact of the Challenge
- The marketing website needed to be fully functional and launched on time to support the GENOMA programme.
- A lack of UX/UI expertise posed risks to user engagement, platform consistency, and technical scalability.
The Solution
I was brought in as a UX/UI Development Lead to execute the full development of the CMS-driven marketing platform, ensuring:
- Hands-on UX/UI development for the entire project.
- A fully responsive design across desktops, tablets, and mobile devices.
- Development of HTML5, CSS3, and JavaScript-based UI solutions aligned with modern standards.
- Implementation of Alfresco CMS, integrating a scalable content management system.
Key Deliverables
User Experience (UX) & UI Designs
- Business Requirement Analysis & Logic
- Information Architecture
- End-to-End Wireframe Design
- GUI & Design System Implementation
- High-Fidelity GUI Designs
- Prototypes & UX Solution Journeys
Design & Development Contributions
- User-Centred Design (UCD) & Research
- UI Interface Design & Product Leadership
- Accessibility & Usability Optimisation
- Team Collaboration & Stakeholder Engagement
The Results & Impact
- Successfully developed a fully responsive marketing website.
- Ensured compatibility from legacy to modern browsers.
- Helped ING Direct engage customers more effectively.
- Improved brand reputation and user interaction.
- Reduced development and maintenance costs with a modern CMS-based solution.