Establishing a new paradigm in the land of savings

ING Direct needed to enter into Japan—at the time the second largest economy in the world. The challenge was to create a front-end experience that would attract new customers and educate them on the value proposition of direct banking, an entirely new concept in a market where savings were traditionally managed through physical institutions like the Japan Post Office.

We developed a comprehensive digital strategy and execution that covered everything from initial customer education and acquisition to the complex transactional banking UI for active investors.