First Niagara Bank had not refreshed their digital experience for four years. The website was viewed as a single channel with no connections to other digital channels (digital marketing or online banking), the branch or ATM channels. With the acquisition and planned integration of 200 HSBC branches, a superior web banking experience was imperative to retain those new customers. First Niagara’s existing site simply did not deliver on the bank’s highly personal, in-person brand. A complete site redesign was in order. In this session, you will learn how First Niagara humanized their site with a single navigation schema, life stage personas, targeted content integrated to local markets, and everyday language. And it was created in under six months!