Yorkshire Building Society deploys 'responsive design' website to cope with mobile use

Yorkshire Building Society has deployed a "fully responsive" website to help improve customer service, which has helped push up web traffic from mobile devices by more than a quarter.

The UK’s second largest building society upgraded www.ybs.co.uk to enhance user experience, by allowing it to adapt automatically to desktop computers, mobile phones and tablet devices, providing "seamless service on-the-go", the building society said.

As part of the improvements the site is benefitting from a new look and feel, developments to the branch finder application, and is now fully compatible with mobile and tablet devices.

In its first three months visits to the site from mobile devices have increased 26 percent, and those using the site to find their nearest branch have increased by 22 percent.

A second phase of improvements, expected next year, will enhance the Society’s online mortgage application process.

Jon Taylor, senior e-commerce manager at Yorkshire Building Society, said: “We know our members increasingly want information at the touch of a button, and often on-the-go, so as part of our commitment to making things easy and simple, it was important that we invested in such technology. The volume of growth in visitors to our new site is testament to the improvements."

The site has a secure web chat facility for existing members and new customers to talk online with customer consultants about the Yorkshire’s products and services.

In 2014 there are plans to introduce video conferencing with customers and online branch appointment bookings.

Gatwick Airport introduced a new website with a responsive design earlier this year, although the majority of large organisations have still not moved to responsive websites to cope with increased mobile and tablet use.

Copyright © 2013 IDG Communications, Inc.

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