| By Jim Bruene on July 10, 1998 8:32 AM | Comments (0) |
Wells Fargo
Wells Fargo (San Francisco, CA; $101 billion; 10 million ATM cards) became the first bank to offer real time second mortgage/home equity application approval. The new service is featured on its home page and other areas such as the following starburst on the Request for Info page.
Promotional icon located in the Request for Info area.
Great program, crummy Web page. Navigation bars are nice, but this goes overboard. When I saw this screen, I wanted to move on as quickly as possible.
Wells should be commended on pioneering yet another industry-first feature on the Web. Real-time approval is a great marketing tool and sure to bring incremental business. But the treatment of the innovative feature on its Web, while thorough, is uninspiring if not downright confusing with five navigation bars competing for attention (screenshot above). Compare that to the elegant design at NextCard (OBR 5/98) or The Lending Tree Contact: Dudley Nigg is EVP, (415) 477-1000.
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