Let me start by saying that I’ve been a fan of Umpqua Bank since I saw then-CEO Ray Davis present his pioneering branch designs at BAI Retail Banking in the mid-1990s. And that’s saying a lot, because I am no fan of the bank branch.

The other day I visited Umpqua Bank online. So now I’m being stalked by their ads. Figuring that I might have a good candidate for my Friday Fun column, I clicked on the one running against a crypto taxation story on Reuters today (see above).

I was impressed with the tagline, and looking forward to the proof points:

Easy banking for complicated lives.

But then I scrolled down the page (see below) and was met with three confusing choices for a checking account. Not only do the accounts have nonsensical names (Embark, Access, and Attain) that are of no help in making a decision, they have fine print about $3 statement fees, debit card usage minimums, and so on. I appreciate their candidness about the requirements, but the product presentation is the opposite of the ad’s promise of Easy.

Bottom line: A good user experience starts from the moment a prospective candidate lands on your website, landing page or mobile app.

If possible, provide a single, obvious path to buying the product.

<end rant; have a great weekend!>

Umpqua Bank landing page (link)