ING　trying to define what a virtual bank would look like was not a simple task for ING DIRECT. How do you get wary consumers who expect vaults and teller cages to trust a virtual bank? The key is to design for the mind and senses. Today’s businesses need to consider their emotional relationship with their customers as a key component of their value proposition. Designing a compelling customer experience enables this relationship. ING DIRECT sells a unique (and super simple) range of product sand engages the customer in a unique way, creating the opportunity for a trust engagement as well as, ultimately, customer acquisition. There were so many customer barriers to overcome and address