NS&I website wins coveted design award
The DBA Design Effectiveness Awards recognise, reward and promote the important role effective design plays in business growth and success. Up against stiff competition from several other leading organisations in this year’s awards, the win was considered a major achievement for the 144-year-old government-backed savings provider, signalling that it is making steady progress in its goal to improve and modernise its service to customers, both new and existing.
NS&I re-launched its website in January 2005 with the help of branding and design consultancy Lloyd Northover. Although NS&I has had an online presence since 1998, the site was limited and contained only product information, with no direct sales channel.
NS&I identified the internet as an untapped resource and as part of its ongoing drive to improve customer service and accessibility, it set about creating a site that addressed customers' needs directly, encompassing all the tools and information today's savers and investors need to go about their business.
By introducing interactive facilities such as the Premium Bond prize checker, a tax calculator, and designing the site around providing solutions to customers’ needs rather than simply showcasing its products, the site has experienced unparalleled success.
Online sales increased dramatically from day one, with no immediate promotion or publicity. Within just six days of the new site’s launch, £10 million had been invested in NS&I’s products online and over 50% of these sales were from people who were totally new to both the site and the organisation, having never invested in NS&I products before.
The momentum continued, and while online sales had accounted for a total of £31 million in the eight months prior to the re-launch of the site, the eight months following brought in over £480 million – an increase of more than 1400%. In the month of September alone, £123 million worth of savings and investment products were purchased through the site following the launch of NS&I’s first television advertising campaign in six years, fronted by Sir Alan Sugar.
| www.nsandi.com | Web sales (old site): June 2004 – 23 Jan 2005 | Web sales (new site): 24 Jan 2005 – Sept 2005 |
|---|---|---|
| £31 million | £480 million |
NS&I chief executive Alan Cook, who accepted the award at the ceremony in London on 24th November said:
“nsandi.com now focuses on savers’ needs, and we have received wonderful feedback from customers who have used the site. “The modern and fresh look, intuitive layout and new features like the Premium Bond prize checker, tax calculator and a wealth of other information mean the site is a onestop shop for many people.
“To receive this award is a real honour and we’ll work hard to keep the momentum going."
Notes to Editors
About National Savings and Investments
NS&I is a government department and an executive agency of the Chancellor of the Exchequer. It offers a range of savings products through a network of 14,600 Post Office branches, over the telephone, internet, post and by standing order.
Information and application forms for two of its most popular products, Premium Bonds and Inflation-Beating Savings, are available at selected Tesco stores nationwide. NS&I has 26 million customers and £70 billion funds invested. All products offer 100% security because they are backed by HM Treasury.
On-line Applications
The following products are available to buy online at www.nsandi.com:
- Premium Bonds
- Index-linked Savings Certificates
- Cash mini ISA
- Fixed Interest Savings Certificates
- Income Bonds
- Pensioners Guaranteed Income Bonds
- Fixed Rate Savings Bonds
- Easy Access Savings Account.
Information for the following products is available on the NS&I website (www.nsandi.com):
- Children's Bonus Bonds
- Capital Bonds
- Guaranteed Equity Bonds
- Investment Account.