Press Room

Ally Bank Tops List of Change Sciences® Consumer Bank Website User Experience Study

Aug 19, 2014

MIDVALE, Utah, Aug. 19, 2014 -- Ally Bank, the direct banking subsidiary of Ally Financial Inc., achieved top ranking in a recent study of the websites for 13 of the nation's top banks, according to Change Sciences® Group. The accolade, in which Ally Bank tied with USAA for overall score, rated each company's web site for usability, engagement and conversion.

Change Sciences gave Ally kudos for recent page refinements, the top-level navigation of its website, integrating tools into product pages, providing an interactive calculator to estimate interest earnings, and a simple layout for product reviews.

"As an online bank, our website is a central point of interaction with existing and potential customers," said Diane Morais, Ally Bank deposits and line of business integration executive. "It is a priority to ensure an exceptional user experience and strong engagement by consumers using our website, and we are pleased to achieve top ranking in Change Sciences' 2014 study on Consumer Bank Website User Experience."

As part of Ally Bank's continuous focus on delivering an outstanding website experience for its customers, it recently completed a significant redesign of its deposit product pages, leveraging consumer feedback to ensure site optimization. The website enhancements address not just visual design, but also content, tone and the way information is arranged.

"The redesign was based upon the desire to help potential customers navigate and obtain the information they want with minimal effort," said Gayle Wellborn, Ally brand and digital executive. "Our goal was to convey the value of our products in a straightforward manner through an interface that is intuitive and mirrors the long-page design of mobile devices."

The Ally Bank design team leveraged usability testing involving numerous sessions and participants prior to launching the new site. Feedback after initial testing has been very positive, with a sampling of customer comments below:

  • Much simpler, easier site design. I liked the design before, but this is even better
  • Nice work, kids. It's a very friendly looking site. Kudos, from a fellow UI developer
  • Pleasantly surprised, easy to use and informative
  • Easy to navigate, intuitive design, nice colors

Change Sciences Group uses data driven processes to help enterprises discover how people experience technology to deliver measurable insights to strengthen brands and increase adoption. The Consumer Bank Website User Experience Study was conducted in April 2014. In 2012, Ally Bank's website was recognized as the Best Bank Website by Change Sciences in addition to being named as the Best Bank for Online Account Opening for the second consecutive year.

About Ally Bank
Ally Bank is a direct bank in the U.S. that offers a straightforward approach to banking with no minimum deposit required to open an account, no monthly maintenance fees and 24/7 live customer service. A subsidiary of Ally Financial Inc., the Bank offers online savings, interest checking, money market accounts, certificates of deposit with terms ranging from three months to five years, and IRA Plans and products. Member FDIC.

For more information, visit the Ally media site at or follow us on Twitter @ally.

Andrea Puchalsky

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