Overview
Delivered a conversion-focused UX analysis of Gjensidige Bank's online loan-application forms, personally signed off and security-cleared for Russell to work with Gjensidige's own customer data.
Who This Is For
Professional associations, classification societies, industrial organisations, or B2B enterprises with 500-10,000 employees undertaking a migration from a legacy CMS to an enterprise digital experience platform such as Sitecore, Episerver, or Optimizely.
The Challenge
Gjensidige Bank's online loan-application forms weren't converting as well as expected, and needed a rigorous, evidence-based diagnosis of where the friction actually was rather than a cosmetic redesign.
Our Approach
Under a signed security and confidentiality declaration, the team now behind ECM.DEV analysed Gjensidige Bank's loan-application forms over several iterations in September 2014, concluding that "the biggest improvement potential is probably not in the form itself but in the content around it," and delivered concrete UX recommendations: breaking forms into logical content groups, dropping asterisks for required fields in favour of clearer marking, continuous auto-save, and clearer step indicators.
Impact
The analysis gave Gjensidige Bank a specific, content-led diagnosis of its form conversion problem rather than a generic UX checklist, grounded in the team's own hands-on review of the live forms.
This work was delivered while employed at Making Waves (later NoA Ignite), personally engaged and security-cleared to work directly with Gjensidige Bank's forms and customer data. Any public information referenced here is used for identification and does not imply endorsement.
Topics
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