Standard Chartered Bank has unveiled its revamped global consumer banking website, first launching in India, with the global private banking website also benefitting from a mini-makeover.

According to the UK-listed bank, it is the most extensive redesign undertaken of its online consumer banking services and is aimed to create a user experience that is more intuitive and personalised for its clients.

“With the smartphone and tablet revolution resulting in the explosion of mobile browsing, Standard Chartered has launched a fully responsive, device-agnostic internet banking website which works just as beautifully on computers, tablets and smartphones,” Aman Narain, group head of internet and mobile banking, said in a statement released last week.

The new responsive web design sets a benchmark for the banking industry by allowing content to orient around different devices or browsers without the need to develop multiple versions, he added. Additionally, as well as enhancing customer experience, the offering is more efficient and cost-effective, the bank said.

With regards to Standard Chartered’s private banking website, changes include integration with social media and a design that is compatible and optimised across desktops, tablets and smart phones, the bank said. The banks also added a "Keep informed" section with up-to-date articles, research and videos, as well as simplifying and enriching the overall navigational experience.

India

Standard Chartered selected India as the first market for the global launch of its new consumer banking websites in recognition of the “country’s growing segment of globally-connected customers who are on-the-go, tech-savvy, socially networked and who demand transaction freedom, ” according to Sanjeeb Chaudhuri, regional head of consumer banking for South East Asia.

Mobile internet traffic has reached 60 per cent, surpassing desktop internet traffic, which has declined to 40 per cent, according to data from technology specialists,  Kleiner Perkins Caufield & Byers (2012). India’s smartphone market is expected to grow by over 60 per cent this year with 26.5 million handsets forecasted to be shipped to the market in 2013 (Canalys, Report, 2013) making it the world’s fifth largest smartphone market after China, the US, Japan and Brazil.

New and improved consumer banking websites will be gradually rolled out in 2013 across key markets including China, Korea, Hong Kong, Malaysia, Singapore, Taiwan and the UAE –“a tangible reflection of the bank’s continuing commitment to deliver a superior, unified customer experience across all channels,” Standard Chartered said.