Credit Union Website
A credit union looking for a brand refresh to introduce a new line of affordable financial planning solutions for their loyal clientele.
I was the lead designer on this product, from strategy to design to development handoff
My Role
Discovery
Audit
Competitive Analysis
UX/UI Design
Dev Handoff
Company
(Client Confidential)
Timeline
3 months
Tools Used
Figma
The Client
In the ever-evolving landscape of financial services, the client, a credit union based in El Paso, Texas, recognized the need to expand its offerings to include investment and insurance services. To bring this vision to life, they approached our design team, aiming to establish a strong online presence under their new brand, the client. Our mission was clear: create a website that not only conveyed their brand values but also instilled trust and confidence in potential clients. This case study provides a comprehensive overview of the steps we took to achieve these goals and highlights the key decisions that led to a successful web presence.
Competitive Analysis And Strategy
Our journey began with an in-depth competitive and content analysis of various competitors in the investment and insurance industry. This crucial phase unveiled the common elements that successful websites in the sector employed: impactful portrait photography, coherent color branding, and compelling copy. Armed with these insights, we devised a strategy to reflect the client's brand values—savvy, passionate, uplifting, and purposeful—through our design
Site Mapping and Structural Changes
With a solid strategy in place, we set out to create an initial site map that carefully organized the content for both insurance and investment offerings on a single site. However, a regulatory review prompted a significant pivot. We needed to separate the investment and insurance arms into two distinct sites. These sites shared matching branding but communicated different messages, adhering to the regulatory guidelines. The structural changes were essential to ensure compliance and clarity.
User Interface (UI) Design Exploration
Our design journey took us through multiple UI explorations to develop the final design that captured the client's core values. We harnessed the power of subtle animations and warm, inviting photography throughout the site to convey a sense of understanding and trust. This approach ensured that users felt the client was their reliable partner on the path to financial success.
Simplification and Trust-building Elements
To make complex financial information accessible and user-friendly, we relied on clear language and simple visuals throughout the site. Trust-building was central to our design philosophy. We incorporated user testimonials, a powerful tool to instill confidence, and incorporated clear calls-to-action, guiding users toward scheduling consultations or opening investment accounts. We also provided educational resources such as articles and calculators to empower users to make informed decisions.
Content Inventory and Consistency
Our team delivered a content inventory list to guide the development of all site content. This comprehensive document detailed written sections and the usage of images, ensuring that the tone and messaging remained consistent with the client's brand values. Consistency was paramount in conveying trust to potential clients.
Our design team embarked on a transformative journey with the client, successfully translating their brand values into a user-centric website that instilled trust and positioned the client as a reliable guide on the path to financial success. Through strategic planning, structural adjustments, thoughtful UI design, simplification of complex information, and trust-building elements, we managed to create a web presence that aligned with the client's vision and met the needs of its clients. This case study illustrates our dedication to effective UX design and web development services and the impact they can have on a brand's online success.