Optimizely Personalization for Mid-sized Regional Bank

Executive Summary

Northwest Bank aimed to bolster its competitive edge by enhancing its digital presence via the Optimizely content management system (CMS). To achieve this, they enlisted the expertise of Engine Room, who provided consulting and technical services related to the maintenance, performance, and enhancement of Northwest Bank’s primary digital application. This case study highlights Engine Room’s successful execution of the objective to enhance the bank’s digital framework, harnessing Optimizely personalization to effectively target potential customers actively using the platform. By fully leveraging the enhanced capabilities of Optimizely, Northwest Bank can deliver tailored digital experiences, ensuring that content remains relevant and personalized for each user. This strategic approach ultimately led to increased engagement and improved customer satisfaction.

Our Contributions

Engine Room conducted a thorough evaluation of Northwest Bank’s digital infrastructure, leading to the identification and implementation of several enhancements aimed at optimizing performance, security, and user engagement:

• Upgraded to Latest Optimizely: Engine Room implemented Optimizely , which significantly enhances system performance, ensuring faster and more efficient user experiences. This powerful Digital Experience Platform (DXP) comes with many tools that allow for improved personalization and enable targeted campaigns, resulting in heightened user engagement and satisfaction by aligning with specific needs and behaviors.
• Strengthened Security Capabilities: By updating to the latest version, Engine Room fortified Northwest Bank’s security measures to protect sensitive customer data. This upgrade matches industry standards and builds trust among clients, ensuring that their information is secure.
• Aligned Customer Engagement Strategies: Engine Room certified that customer engagement strategies reflect actual user behavior. By thoroughly analyzing user interactions, marketing initiatives were tailored for maximum impact, resulting in enhanced conversion rates.
• Facilitated Seamless Integration: The upgrade process focused on seamlessly integrating with existing systems to enhance operational efficiency. Engine Room made certain that all platforms work cohesively together, minimizing disruption and maximizing productivity.

Achieved a Robust Platform: The overarching goal of these upgrades was to create a robust digital platform that not only supports transformative digital strategies but also drives measurable results with the help of Optimizely personalization that aligns with Northwest Bank’s objectives. Engine Room made sure that each improvement contributed to a stronger foundation for the bank’s digital future

Navigating Technical Challenges

One of the most significant hurdles in this upgrade was the migration from the .NET Framework to .NET Core. This transition was complicated by several factors:

• Breaking API Changes: The migration required extensive code refactoring, particularly regarding the configuration, dependency injection, and middleware systems. Engine Room’s developers needed to dissect the existing codebase to align it with the stipulations of .NET Core.
• Third-Party Libraries: One challenge Northwest Bank faced was that some third-party libraries they relied on either lacked direct support or compatible versions for .NET Core. This also necessitated the need for Engine Room to research alternative libraries or develop custom solutions.
• Feature Compatibility: Engine Room needed to assess features used by the bank’s application and devise strategies to replicate their capabilities within the new framework.
• Routing Mechanisms in Optimizely: The upgrade to the latest Optimizely introduced new routing mechanisms. This required changes to the controller logic, adjustments to route definitions, and modifications of URL rewriting rules to ensure seamless functionality post-upgrade.
• Dependency Injection Changes: The new Dependency Injection system imposed differed substantially from the custom framework used in CMS 11. This discrepancy required a complete rewrite of service registrations and resolution processes.

Refactoring Custom Code

Given the extent of the customizations, refactoring was a formidable task. Custom modules and in-depth personalizations required significant modifications to fit into the structural architecture of .NET Core. In particular, hardcoded paths, URLs, and behaviors linked to the legacy .NET Framework needed to be revised.

Static file handling posed additional difficulties, as the processes for managing Content Delivery Network (CDN) and static assets were altered in .NET Core. Engine Room’s team took a structured approach to reconfigure these processes, allowing for robust asset delivery and performance.

Testing and QA Challenges

The dual upgrade necessitated extensive testing protocols due to the comprehensive structural changes. Engine Room deployed various testing methodologies aimed at identifying performance-tuning opportunities and potential bugs that may arise during the upgrade process. Their targeted efforts ensured that any issues could be swiftly addressed to maintain overall user experience integrity.

Deployment and Infrastructure Considerations

With the introduction of .NET Core, the deployment strategy shifted significantly. Unlike its predecessor, .NET Core is cross-platform, introducing deployment capabilities across operating systems. This shift required Engine Room to adjust the build and release pipelines comprehensively. Proactive communication between Engine Room and Northwest Bank ensured that both teams remained synchronized throughout the deployment process.

How Engine Room Supported Northwest Bank

Engine Room’s intervention encompassed providing technical recommendations and consulting aimed at not just the upgrade process but also ongoing web application maintenance. This support included several key initiatives.

First, Engine Room committed to a Service Level Agreement (SLA) that focused on swiftly addressing technical issues and implementing rapid response protocols for instances of downtime. This proactive approach ensured that any operational hiccups could be resolved without delay.

In addition to this, Northwest Bank benefitted from enhanced security measures as part of the upgrade, with consulting efforts aimed at bolstering the security of their web application. This was a vital step in reinforcing the bank’s commitment to data integrity and protecting customer privacy.

Moreover, the upgrade resulted in significant improvements to customer experience. The newly optimized website was not only highly functional but also responsive, making it far easier for customers to navigate and access the services they needed.

The Processes Utilized for Support

This collaboration with Engine Room exemplified a systematic approach to web application management. Engine Room established standard maintenance processes to keep Northwest Bank’s online presence stable and secure. We also instituted 24×7 site, SSL, and domain monitoring, making sure that the bank’s website remained secure and accessible while proactively identifying potential issues.

Additionally, Engine Room provided proactive application improvement recommendations that focused on performance enhancements, search engine optimization (SEO), and improvements in user experience, thereby continuously refining the digital interface. To protect against vulnerabilities, we conducted timely security patching, maintaining a robust application environment. Our implementation of a secure Software Development Life Cycle (SDLC) for web application enhancements guaranteed that updates to the Optimizely CMS were both efficient and secure, adhering to industry best practices.

The Challenges Involved

Despite the evident advantages, our collaboration faced significant challenges. The upgrade of the Optimizely CMS introduced complex technical issues, particularly concurrent upgrades to the .NET framework. Northwest Bank also grappled with budget constraints, which required careful prioritization of tasks to maximize the value of enhancements.

Solutions and Problems Solved

Engine Room’s expertise and partnerships brought about several critical enhancements for Northwest Bank, resulting in significant improvements in its digital services. One of the primary outcomes was an improved user experience. The introduction of a more intuitive interface and streamlined navigation allowed users to enjoy a vastly enhanced digital experience. Engine Room also addressed security vulnerabilities through timely updates and patches, ensuring the web application remained secure against potential threats.

A pivotal aspect of this enhancement was the integration of Optimizely personalization, which enabled Northwest Bank to deliver tailored experiences to its users. By leveraging behavioral data, the bank could present content and services that resonated with individual customer preferences and needs, further refining user interactions and fostering engagement.

Partnering with Engine Room, Northwest Bank achieved budget efficiency as they maintained a current, secure, and stable CMS. This proactive approach effectively averted costly outages that could have arisen from neglecting necessary upgrades.

Impact on the End User

The impact on end-users was profoundly positive. Customers experienced a noticeable improvement in their interactions with the bank’s digital services. The ease of navigation contributed to higher satisfaction and loyalty, while the improved security measures instilled a sense of trust. Clients felt confident engaging with the bank, knowing that their data was well-protected, making their overall experience not just efficient, but also secure and reassuring. With Optimizely personalization, users were not only provided with a more relevant banking experience but also felt valued, as the bank catered to their individual preferences and needs.

Client Testimonial

The collaboration with Engine Room has garnered positive feedback that is reflective of our impact. A testimonial from a satisfied client encapsulates their experience:

Transforming Digital Experiences Through Strategic Partnerships

Northwest Bank’s partnership with Engine Room and implementation of Optimizely personalization has proven to be a transformative endeavor, significantly enhancing their digital engagement. By strategically leveraging personalized content, Northwest Bank not only catered to its customers’ unique needs but also strengthened its competitive position in the financial sector. The successful upgrade serves as a testament to the power of tailored digital experiences, demonstrating that investing in the right technology and expertise can lead to increased customer satisfaction and loyalty. For those looking to elevate their digital presence, now is the perfect time to explore similar opportunities.

To discover how Engine Room can elevate your digital strategy through bespoke solutions, talk with our Optimizely experts today!