It’s good to see big organisations taking customer feedback into account when redesigning their websites. And it’s interesting to get a glimpse of the thought processes they went through. So thanks to NS&I for a wonderfully transparent email marketing campaign.
According to their message, this is what National Savings & Investments discovered when it asked customers for their opinions:
we prefer pages with less clutter because they’re easier to read
we found the text on NS&I’s previous site too small and difficult to read
we want it to be easier to find information
And this is what NS&I did about it:
they changed the structure and layout of their pages
they added a high contrast option and increased the default font size
and made the navigation simpler
Then they emailed their customers, in beautifully plain language, to explain exactly what has been done.