MadeByPi creates first direct's 'Little Black Book'
By Principles Agency See other press releases from this company
Leading digital agency, MadeByPi, has designed and developed first direct’s ‘Little Black Book’, a user- generated content site for its customers. The online hub; www.firstdirect/littleblackbook; has been designed for customers to share their recommendations on a wide range of categories including restaurants, places of interest and services; reflecting the nature of a little black book as somewhere to keep special things.
Jenny Southwell, head of e-marketing at first direct comments: “The ‘Little Black Book’ idea is based on our customers’ high propensity to recommend first direct to their friends. The brief to MadeByPi was to create an iconic site that would strengthen brand loyalty through pioneering online innovation. The agency has created a site which allows customers to share recommendations, reflecting synergy between first direct customers.”
MadeByPi attended usability testing with a group of first direct customers to ensure that the user’s experience was at the centre of the site’s development. Feedback from the group helped to evolve the design, the navigation and login process and overall site layout. The site was exclusively launched to 20,000 of first direct’s most digitally active customers, before being made available to all first direct’s online customers who can tailor searches according to their specific postcode.
Karen Lewis, account director for MadeByPi said: “Generating a sense of customer belonging has been core to the site’s development. What we have effectively created for first direct customers is access to an online community geared towards sharing experiences and ideas; outside of the bank’s core services. The site encapsulates stunning imagery that was at the centre of the creative direction. The result is a beautifully designed site that engages customers through an inspiring and unique customer experience.”