Now that most serious digital banks sport solid-looking and responsive websites, we turn our attention to the hundreds of details that, as a whole, can differentiate you from the competition. And more importantly, show your customers and employees, that you care.
Everbank, one of the few direct bank survivors from the dotcom era (acquired by TIAA in June 2017), has a rate table that’s much easier to use compared to a typical comparison tool. CD rates are shown in a simple three-column matrix. Users can easily select various terms to compare simply by clicking the length choices at the top (see inset below).
The bottom line: The layout makes it super easy to compare rates on the different terms. However, it took me a few seconds to realise I needed to click on an item in the top row to change what’s shown.
My confusion stems from the uncommon UI and the word ‘Select’, which is meant to be a verb here, but can also be read as an adjective (i.e., a selection of CDs). So I recommend three changes to make the table even easier to use:
- Instead of ‘Select’, say ‘Choose’ for clarity.
- Instead of ‘Terms’, which is banking jargon, say ‘Length’.
- After ‘Choose Your CD Length’, add a parenthesis ‘(click the boxes below)’.
For extra credit, add a fourth column called ‘Annual Earnings’ (or ‘Earnings per Year’) to make it easier to compare longer-term CDs. On the desktop, there’s plenty of room for another column. On mobile, it may need to toggle between ‘Total Earnings’ and ‘Annual Earnings’.
– This article is reproduced with kind permission. Some minor changes have been made to reflect BankNXT style considerations. Read more here. Image by rassco, Shutterstock.com