Next time you’re “just browsing” with no real mission in mind, take a look at some of the so-called “disruptive” financial service providers. Examples include Funding Circle (peer-to-business loans), Nutmeg (robo-investment advisor), Crowdcube (startup equity crowd funding), but there are many others. Most people will notice the commonality of these sites.
Notwithstanding they are all “sticking it” to the banks, the more subtle and powerful issue they are all addressing is that everything they present on the web (and mobile) is elegant, well laid out, and most importantly, extremely easy to understand — even for those who are relatively inexperienced in dealing with financial matters.