Background

Dudley Building Society is in a competitive financial services market, with a number of other small building societies in the close vicinity.

They were seeking to deliver a more engaging customer experience in the way that they sold their savings products. As an equally important task, they were looking to reduce the production and wastage costs of customer leaflets printed en masse, that had to be amended and reprinted in response to any changes in regulatory requirements or product terms.

Photo of a Dudley Building Society branded mug
Mock-up of the new brochure designs for Dudley Building Society

Our Approach

The first stage was to devise new graphical treatments for each element of the savings range, with a friendly, professional and accessible look and feel. These were incorporated into a new look savings leaflet format that showed the savings range as a group, but also distinguished the different categories of savings account, using illustrations and a bespoke colour palette.

Line up of icons that we developed for the brochure redesign for Dudley Building Society

We realised very quickly that there was far more to this than reducing print runs. Bringing the whole process in-browser opened up a world of opportunities.

Time Saving

Reduction in time taken to make changes to product literature.

Comunication

Accessible activity logs detailing product changes to relevant staff members.

Insights

A system that collects usable customer data for marketing purposes.

Engagement

Bespoke, personalised leaflets that enhance the customer journey.

Photo of the Print on Demand web application

User Journey

The system needed to operate in-branch via a tablet as well as through the company website. Dudley have a wide ranging client base so the interface had to be respectful of all ages and demographics.

Early wireframe scamps for the Print on Demand web application
Early wireframe scamps for the Print on Demand web application

Personalisation

By using data collected from the decision tree we were able to personalise the specific savings brochures, both in terms of customer name and with graphics representing their stated reason for saving (car, house deposit, holiday, etc.)

This customer data was then available to use for marketing purposes.

Printing

Printing the leaflets in-branch allowed the staff at the customer desk to use personalised literature as a conversation starter, with a view to a sale.

Photo of the Print on Demand web application
Photo of the Print on Demand web application
Photo of the Print on Demand web application
Photo of the Print on Demand web application

Product Management

A Content Management System (CMS) allows the marketing team to amend existing or introduce new savings brochures, and secure product manager and compliance sign-off within one system.

The time taken for the society to turn around brochure amends has dropped from 24 days to seven. Every detail is tracked and logged, which is essential to comply with Cash Savings Market regulation.

Photo of the Print on Demand web application on multiple devices