Amalgamated Bank, the largest majority union-owned bank in the United States, worked with Behavior to redefine their online user experience. Primary project goals included extending the bank’s new visual identity to their online platform, increase conversion of prospects to customers and engage current customers in new and relevant products. The strategy for the new design supports the banks mission to "Bank with Purpose" and is built around the approach that stories, products and people are pervasive and interconnected throughout the user experience. This was executed a number of ways. Behavior unified the banks values and messages through the integration of customer and staff stories threaded throughout the site. These people-focused narratives highlight the value of the relationship between Amalgamated and the customer. In addition Behavior recommended highlighting the organization's differentiators first. This allowed the design to be tailored to specific audiences and speak to their core what is important to them. A persistent "What We Stand For" sits at the bottom of every page reinforcing the banks value, which include content defining who they are, who they serve and what they are doing for the community.
Behavior is an award-winning New York City based interactive design studio founded in 2001. Our contingent is comprised of seasoned veterans representing information architecture, branding, interface design, and design technologies. Behaviorâ€™s mission is to develop best-of-breed, intuitive, interactive solutions that educate, inform and entertainâ€“always with a focus on the end userâ€“no matter the challenge. We strive to create innovative and elegant interactive systems for our clients and partners. Our leadership works directly with clients and tailors the process to meet the precise needs of each project.