Digital Transformation Consulting

Performance Optimisation & Digital Transformation


Standard Chartered, headquartered in London, UK, is a multinational banking giant serving all regions of the world in four principal client segments — private banking, corporate and institutional banking, retail banking and commercial banking. Standard Chartered operates a network of over 1,000 branches with more than 85,000 employees serving 60 markets. It is also the only international bank present in all 10 ASEAN countries. Standard Chartered is a constituent of the London Stock Exchange FTSE 100 Index and has a market capitalisation of over $33 billion. It is also listed on the Hong Kong Stock Exchange and the National Stock Exchange of India. Opened on a Royal Charter from Queen Victoria, Standard Chartered has been in the banking business for over 167 years.


With the advancement in Web paradigms, Standard Chartered came across the acute need to transform their respective country websites from Web 2.0 to Web 3.0. There were 39 countries to be attended to and the transformation also needed to drive enhancement in user engagement and user experience. StratAgile with a robust history to back it in the domain, was asked to spearhead the transformation in 10 out of 39 countries.


By undertaking a thorough audit and gap identification, StratAgile dug deep into the root of the problems. Once the hypotheses were tested and experimented with for validation, the UI/ UX refinement followed and the overall page performance in terms of Page level CTR went up by 200%. The metrics of bounce rate took a backseat indicating a jump in the average time spent by users. The SEO friendly approach and strategically placed CTAs resulted in a reset in the overall user experience to the upside.