Why Read This
Forrester evaluated the user experience at the public-facing Web sites of the four leading UK banks by share of primary current accounts: Lloyds TSB, Barclays Bank, NatWest, and HSBC Bank. No site passed our review, but overall scores were above average. NatWest led the pack, followed by Lloyds TSB. The most common usability flaws we uncovered were landing pages that failed to point to value on the site, missing privacy and security policies, inadequate search functionality, and poor site performance. To improve online experiences and differentiate against their competitors, banks should follow the principles of Scenario Design, conduct ethnographic research, and move toward an online future where site content is customized, aggregated, relevant, and social.