How to keep the bank’s portal forever young?

ING Bank Śląski

Meet one of the most interesting sites among Polish banks. See why it is recognized in industry rankings as a reference solution.

Our cooperation with ING Bank Śląski concerning the development of the portal has a long history. Beginning in the late nineties, both the portal and the supporting ActiveContent CMS platform have experienced unbelievable growth since.

Now, we’re going to tell you what makes the new ING Bank Śląski portal stand out compared to the competition.

ING Bank Śląski


View it live

2009: “The Google Effect”

The first versions of the ING Bank Śląski service were of clear hierarchical structure (main page, subpages) and navigation. The emergence of Google has fundamentally changed the way people build their pages.

Thanks to Google users can easily find precise information without digging through the main page. Because of “The Google Effect” the old hierarchical structure had to be changed and substituted by a new one. Creating independent structures such as mini-services or landing pages is what enables the user to access the desired data without having to navigate the service.

This is the foundation of the new ING Bank Śląski portal which was introduced in 2009. At the same time, we also implemented a new version of the ActiveContent platform which meets Google’s expectations.

Technology used

CMS ActiveContent

Active Content supports Responsive Web Design, which is an approach to web design in which all pages are automatically adjusted to the size of the device screen and to the web browser used.

e-point’s proprietary CMS solution enables effective and comfortable content management and editing. The website’s pages are compiled with ready-to-use components that resemble building blocks. An extensive authorization system, in turn, makes it possible for numerous editors to work on different parts of the website, or to order the selected tasks from outside agencies.

Read More

2013: Content Driven Design

2013 marked a breakthrough in further development of the ING Bank Śląski portal. The authentic concept of Content Driven Design was the basis of the restructuring.

No clicking, no reading

We’ve observed that many websites aren't designed in a content-friendly way.Often the content becomes inferior to navigation and one may find links placed or SEO positioning. Content Driven Design flips it upside down. The designer focuses on creating a cohesive page layout so that the structure and the functionality facilitate easy reading. We also believe that content supersedes design because content is paramount.

"Design with no content is not design. It’s decoration."

Jeffrey Zeldman

5 elements of the Content Driven Design concept used in the web service of ING Bank Śląski:

2014 – Responsive Web Design

After enhancing the portal aesthetically, the bar was set even higher in 2014, as we had to adapt the site to mobile devices. We opted for the RWD model (Responsive Web Design). This enabled the ING Bank Śląski marketing department to maintain and develop a single service for all types of devices.

UX Content Based Design

Often, it’s the content of a portal which complicates it’s functionality. As a result, the site feels as though it’s designed so that the content is inferior to the navigability, banners, or links. The package is more important than the content.

In fact, it is the content that represents the true value of a portal and this is the foundation of the new ING Bank Śląski portal. The design process involved the analysis of marketing communication, structural content preparation ( structural copy), the information architecture and the graphic design of particular sites.In 2013, the first pages appeared, receiving positive reviews from users and increasing the conversion and popularity indicators.

Responsive Web Design

In 2014 we began our transformation into the into an RWD model. The project was not merely focused on the technical elements, as it also involved content transformation.

"We really cared about making the content perfectly adapted to every device and at the same time absolutely compliant with successful marketing communication requirements."

Łukasz Franczuk

UX Team Leader

e-point SA

Linkedin logo

The new version of the ActiveContent platform

We used our ActiveContent platform to realize the new RWD Bank service. It supports responsive sites in the WYSIWYG (What You See Is What You Get) visual model. Using one view, an editor can build a site for a 4-inch smartphone and a 40-inch Full HD TV.

ActiveContent is an advanced corporate portal platform. It supports RWD, allows building sites on widgets, and allows for total control of its aesthetics.This is a result of the pattern and version and publishing dates manager. Unlimited HTML, CSS, and JavaScript code access allows one to implement any graphic project and any interaction. Google Analytics integration and A/B testing support explains the visitor’s behavior. ActiveForms initiates sales processes as it is linked with the internet forms build engine.

Portal’s “Behind the scenes”

Related case studies