Cathay Bank opened in Los Angeles in 1962 to serve the region’s growing Chinese-American community. Always an ally for its account holders, the bank helps everyday people live better lives through service-driven banking, money management, and investment services. Since then, Cathay Bank has seen considerable success, now boasting more than 60 branches across the United States and fostering a valued base of loyal account holders.
Cathay Bank and its team of representatives offered a great in-branch experience, but its online presence didn’t demonstrate value to current or prospective customers. The company needed a modern, digital headquarters that validated its service commitments, maintained the confidence of current clients, and helped increase the rate of new account openings.
The first step in our engagement with Cathay Bank was the development of an in-depth website strategy that would help all parties understand the strengths, weaknesses, and opportunities for Cathay Bank. During this process, our team identified three key things the new website would have to do: Increase traffic and access to key content, provide ongoing community support, and demonstrate real value to prospective clients
Optimizing Site Features
To solidify the website’s role as a companion for Cathay Bank account holders, our team implemented several new site features. Of these were “Find a Branch/ATM” tools, which use geolocation to serve users locations relevant to their real-time position, plus an adaptive language selector that, through IP detection, auto-selects the language corresponding to the origin of the user’s connection. The result is a more intuitive experience both online and in the real world.
During our website strategy, the BFM team identified three core user segments the new website needed to serve: Personal bankers, business clients, and those managing wealth internationally. These audiences helped set the goalposts as our UX team developed the website architecture, an effort that resulted in several purpose-built innovations. Most notable of these is a unique navigation solution that lets visitors explore different homepages tailored to their specific needs – giving every user the high-quality homepage experience they deserve.
New Content Venues
At the core of the Cathay Bank brand is its relationship with customers – a strategic pillar that had to translate to digital. To accomplish this, our team developed a body of content that would be featured on the new website’s Insights hub. Developed by the BFM team, Cathay Bank Insights is a gateway to articles, videos, and community initiatives for all Cathay Bank users, providing a digital venue to foster engagement and continue the company’s history of focusing on the customer.
In the increasingly digital world of banking, Cathay Bank now has a website that can stand among the rest. Meanwhile, its customers are enjoying banking that is faster and more intuitive than ever. With this new digital foundation laid, the sky is the limit when it comes to future innovation and expansion – setting the stage for a new, exciting chapter in the Cathay Bank story.