The client brief was simple - reflect Sainsbury's Bank's brand vision of 'A fresh approach to banking' and its commitment to enhanced customer experience through the online channel. The site needs to talk to the tentative (those who are less comfortable making financial services decisions) customers whilst maintaining fast track routes for the more confident customer to follow.The site's new design makes it even easier for users to access the right combination of financial information, products, applications or servicing in the most jargon-free, customer-friendly way possible.