Fidelity Bank Ghana Website Redesign

Oh look. Another redesign project.

Today, I decided to try one of banks. I picked Fidelity Bank in Ghana for a website redesign. In this post, I highlight some features which Fidelity should consider adding to their future website and why online banking is a strong component for that

Current Website

This is what the current design of Fidelity Bank’s website looks like:

It’s pretty clean and has some nice images. But even though it’s clean and modern, it feels….empty.

One of the things that banks in Ghana need to realize is that digital is the future and they need to start focusing on online banking for their customers. Most banks in Ghana advertise about having internet banking services but the service delivery is not that great when it comes accessing your account online. You either have troubles logging in or the interface is not very good. (Trust me, I have seen some awful internet banking layouts in Ghana)

Online Banking is one of the things that I decided should be highlighted in Fidelity’s web design. Because the question is: Why would I visit a bank website? Two things:

  • To access my account and check my balance or make some other transactions
  • To check rates or some other information related to the bank

When I was in college in the US, I had a Bank Of America account. Occasionally, I would go to the website for one thing: To check my bank account.

One thing I don’t like about the current Fidelity Bank website is the huge carousel. I mean, it has 12 images which don’t really give you anything. It’s really just a bunch of pictures. If you have a carousel, you need to put into actual content that the user might find useful and not have so many images which don’t offer much.

Fidelity Bank Website Redesign

Taking all that into consideration, I came up with a new look for the Fidelity Bank website.

New Carousel with login menu option

First of, I put in a “Sign On To Your Account” login menu. Fidelity Bank has Internet Banking and menu makes it easy for customers to login into their accounts to check their balance and access other services. It has an option for an existing customer who does not have an internet banking account to sign up and create one.

I also redid the carousel. The first images has some copy which welcomes the customer and puts emphasis on believing in the customer (taken from the Fidelity Bank “Who We Are” section). It has a call to action button “Open An Account”. Eventually, banks in Ghana will allow customers to sign up for banking accounts online but this is a start.

On the current Fidelity Bank website, the bank’s products and services aren’t shown or highlighted on the homepage. In the redesign, I made some of the bank’s products and services front and center.

Highlighting the bank’s Products & Services

After that section, there is a small section displayed for showing the current rates at the banks.

Lending and Savings Rate

Lastly, there’s a section for displaying all Fidelity Bank branches and ATMs. There’s a menu which has the options for displaying directions and office hours.

Fidelity Banking Branch and ATM Locations

And that’s it. Below is the full home page for the Fidelity Bank website redesign.

Hopefully, more banks and businesses should be designing their websites which highlight their core services more. I think Fidelity Bank should consider redesigning their websites which focuses more on their services and not have that large carousel. It doesn’t serve much purpose. I also think there should more emphasis on online banking. With mobile devices in the hands of millions of Ghanaians, having a bank which has a good web presence is very key. It can attract more customers because they will value the convenience.

Thanks for reading.


Joseph-Albert Kuuire is a UI/UX Designer and currently the Technical Lead at Userhub Africa, a UX Lab in Accra. When he’s not talking technology, he’s honing his writing skills by blogging and writing poetry. 
Behance:
behance.net/joe_phoenix, Dribbble