ING Website Consolidation

ING, the Dutch financial services company with $166 billion in assets, had an identity crisis. Acquisitions and mergers left the company with 50+ websites that scattered ING’s corporate identity all over the place.

As VP of Web Strategy, it was my responsibility to reduce the number of sites, of course, and present the firm’s complete line of services with a unified e-identity.

Integrally involved in the strategic planning and operational implementations, my team and I went to work.

By the end of 2003, U.S. sites were reduced to four, and traffic, usability and search performance levels escalated. It was a strategy that was ultimately adopted worldwide.

The Atlanta-Journal Constitution had a good article about my work with ING. I put a copy of the story in a .pdf file so if you’d like to read more, you can.