WEBSITE
WEBSITE
CORPORATE WEBSITE REDESIGN // DECEMBER 2014
// EXECUTIVE SUMMARY In December 2014, TruStone Financial launched its updated corporate website, TruStoneFinancial.org. The previous website which had been in place since 2010 did not accurately reflect the credit union brand any longer.
// GOAL TruStone Financial formed a website redesign committee which set out to create a forward thinking, fullyfunctional website that would serve both members and potential members equally.
// PLANNING VENDOR SELECTION The website redesign committee spent weeks identifying website needs and creating a comprehensive request for proposal. Once the RFP was created, it was sent to select local vendors who were deemed possible applicants for the contract. Based on proposals submitted, possible vendors were brought in for presentations until a vendor was chosen. TruStone Financial chose to work with First Scribe, based in Minnetonka, Minnesota. KEY FEATURES Items that were identified as main requirements for the website redesign included: • Simplified navigation • Responsive design • Graphic driven design • Blog integration A primary goal of the new website was the ability for the credit union to be able to update and adjust the sales funnel on the fly and with ease. Through a lengthy exploratory session, TruStone Financial and First Scribe determined WordPress would be the ideal content management system for the job. IMPLEMENTATION IN DESIGN The backend of the website was planned to be designed in a manner so that nearly everything is editable by TruStone Financial’s marketing department. As an example, if it was found through analytics that the checking account page was driving consumers to apply online more so than the auto loans page, the credit union can easily adjust home page “pull strategies” to drive more consumers to learn about checking accounts. Prior to launch, TruStone Financial identified key stakeholders within the organization to beta test the website. Those with direct interaction with member questions regarding online services and consumers completing online sales were top picks for this group. Beta testers were given website access in the weeks prior to launch and reported any bugs or suggestions they found. CONTINUING IMPROVEMENTS Another aspect of the website planning was the development of a continuing relationship with First Scribe for SEO and general web services. TruStone Financial views the website as a living document. It is constantly growing and changing until its lifespan is complete. After launch, marketing staff from the credit union and First Scribe would come together on a monthly basis to discuss website performance and ways to improve the website.
CORPORATE WEBSITE REDESIGN //
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// CREATIVE STRATEGY The goal was to use the new website to show a true reflection of TruStone Financial’s brand and forwardthinking, modernized nature. With creativity at the forefront, the credit union focused on look and feel, responsive design and overall flow. LOOK AND FEEL | APPENDIX A Graphics, colors and typefaces were incredibly important in the website design process. The website was designed to be truly graphic driven with large, beautiful imagery spanning the homepage. As the main focus of the homepage, the graphics used are designed to evoke an immediate understanding of the TruStone Financial brand by providing feelings of happiness, companionship and comfort. The colors and typeface infused throughout the website are brand standards that create a seamless transition between the website and other credit union collateral. RESPONSIVE DESIGN | APPENDIX B Being one of very few financial institutions headquartered in Minnesota with a responsive website allows TruStone Financial to have a competitive edge. Responsive design allows for a seamless experience across all devices. Whether consumers are navigating the website from a computer, tablet or mobile phone, all of the credit union’s content is available on each device in a readable, eye-pleasing format. Using a responsive design also allows for easy maintenance on the backend because all changes translate into appealing mobile pages. Prior to transitioning to a responsive website, TruStone Financial had to make updates in multiple places, increasing the possibility of human error. The new system eliminates this risk and provides consumers the best possible experience. OVERALL FLOW Navigation and copy are two aspects of a website often overlooked but extremely important. The website navigation menu is designed for ease of use. With categories segregated by account type, it is easy for consumers to find the content they’re looking for with the simple click of a button. In addition, the Online Banking login is prominently displayed on the top of every page to cater to those who visit the website primarily for account management. The number of pages from the old website to the new website was also greatly reduced. Each page was evaluated for its necessity and either combined or eliminated. By completing a navigation overhaul the website experience from both the backend and frontend perspectives became more satisfying and simplified. Page content was written to be conversational and imaginative, while still serving its intended purpose and providing the necessary information. By using an easy-to-understand writing style we were able to add value to the user’s experience and fit into TruStone Financial’s mission to simplify the banking process.
// PRODUCTION QUALITY TruStone Financial’s website was developed on the WordPress content management system. WordPress has a reputation of being simple and widely used. This allows select credit union employees who may not be techsavvy to be easily trained and update the website. Using a popular content management system allows for web developers to use shared knowledge, develop innovative applications and provide a better experience for users while still maintaining the security a financial institution requires.
CORPORATE WEBSITE REDESIGN //
3
// RESULTS The transition to the new website has been a great success. TruStone Financial has implemented Adobe Analytics on the website which allows easy tracking of key performance indicators and website usage. Since transitioning to the new design, the website has seen a 46% increase in overall sessions and a 17% increase in unique website users. Website visitors have increased their pages per session and increased their average time on the website to upwards of two minutes. Spending even seconds more on the website is crucial to converting consumers into members. More importantly, TruStone Financial has used the website redesign to refine the online sales funnel. Prior to the website overhaul, top pages included locations and the contact us page. After the website redesign, the contact us page still ranks highly but we have driven more website visitors to learn about online services and checking accounts than ever before. The marketing department is working with SEO specialists at First Scribe to continually update and improve the website. Page rankings have greatly improved in Google searches for key terms and a share to social function has recently been added to credit union blog posts. By working in tandem with a high quality web development firm, TruStone Financial’s website is sure to be an essential function of business for years to come.
CORPORATE WEBSITE REDESIGN //
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// APPENDIX A // LOOK AND FEEL WEBSITE HOMEPAGE
CORPORATE WEBSITE REDESIGN //
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// APPENDIX A // LOOK AND FEEL INTERIOR PAGE
CORPORATE WEBSITE REDESIGN //
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// APPENDIX B // RESPONSIVE DESIGN DESKTOP VIEW
TABLET VIEW 1
CORPORATE WEBSITE REDESIGN //
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// APPENDIX B // RESPONSIVE DESIGN TABLET VIEW 2
CORPORATE WEBSITE REDESIGN //
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// APPENDIX B // RESPONSIVE DESIGN MOBILE PHONE VIEW
CORPORATE WEBSITE REDESIGN //
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CORPORATE WEBSITE REDESIGN // DECEMBER 2014
// EXECUTIVE SUMMARY In December 2014, TruStone Financial launched its updated corporate website, TruStoneFinancial.org. The previous website which had been in place since 2010 did not accurately reflect the credit union brand any longer.
// GOAL TruStone Financial formed a website redesign committee which set out to create a forward thinking, fullyfunctional website that would serve both members and potential members equally.
// PLANNING VENDOR SELECTION The website redesign committee spent weeks identifying website needs and creating a comprehensive request for proposal. Once the RFP was created, it was sent to select local vendors who were deemed possible applicants for the contract. Based on proposals submitted, possible vendors were brought in for presentations until a vendor was chosen. TruStone Financial chose to work with First Scribe, based in Minnetonka, Minnesota. KEY FEATURES Items that were identified as main requirements for the website redesign included: • Simplified navigation • Responsive design • Graphic driven design • Blog integration A primary goal of the new website was the ability for the credit union to be able to update and adjust the sales funnel on the fly and with ease. Through a lengthy exploratory session, TruStone Financial and First Scribe determined WordPress would be the ideal content management system for the job. IMPLEMENTATION IN DESIGN The backend of the website was planned to be designed in a manner so that nearly everything is editable by TruStone Financial’s marketing department. As an example, if it was found through analytics that the checking account page was driving consumers to apply online more so than the auto loans page, the credit union can easily adjust home page “pull strategies” to drive more consumers to learn about checking accounts. Prior to launch, TruStone Financial identified key stakeholders within the organization to beta test the website. Those with direct interaction with member questions regarding online services and consumers completing online sales were top picks for this group. Beta testers were given website access in the weeks prior to launch and reported any bugs or suggestions they found. CONTINUING IMPROVEMENTS Another aspect of the website planning was the development of a continuing relationship with First Scribe for SEO and general web services. TruStone Financial views the website as a living document. It is constantly growing and changing until its lifespan is complete. After launch, marketing staff from the credit union and First Scribe would come together on a monthly basis to discuss website performance and ways to improve the website.
CORPORATE WEBSITE REDESIGN //
2
// CREATIVE STRATEGY The goal was to use the new website to show a true reflection of TruStone Financial’s brand and forwardthinking, modernized nature. With creativity at the forefront, the credit union focused on look and feel, responsive design and overall flow. LOOK AND FEEL | APPENDIX A Graphics, colors and typefaces were incredibly important in the website design process. The website was designed to be truly graphic driven with large, beautiful imagery spanning the homepage. As the main focus of the homepage, the graphics used are designed to evoke an immediate understanding of the TruStone Financial brand by providing feelings of happiness, companionship and comfort. The colors and typeface infused throughout the website are brand standards that create a seamless transition between the website and other credit union collateral. RESPONSIVE DESIGN | APPENDIX B Being one of very few financial institutions headquartered in Minnesota with a responsive website allows TruStone Financial to have a competitive edge. Responsive design allows for a seamless experience across all devices. Whether consumers are navigating the website from a computer, tablet or mobile phone, all of the credit union’s content is available on each device in a readable, eye-pleasing format. Using a responsive design also allows for easy maintenance on the backend because all changes translate into appealing mobile pages. Prior to transitioning to a responsive website, TruStone Financial had to make updates in multiple places, increasing the possibility of human error. The new system eliminates this risk and provides consumers the best possible experience. OVERALL FLOW Navigation and copy are two aspects of a website often overlooked but extremely important. The website navigation menu is designed for ease of use. With categories segregated by account type, it is easy for consumers to find the content they’re looking for with the simple click of a button. In addition, the Online Banking login is prominently displayed on the top of every page to cater to those who visit the website primarily for account management. The number of pages from the old website to the new website was also greatly reduced. Each page was evaluated for its necessity and either combined or eliminated. By completing a navigation overhaul the website experience from both the backend and frontend perspectives became more satisfying and simplified. Page content was written to be conversational and imaginative, while still serving its intended purpose and providing the necessary information. By using an easy-to-understand writing style we were able to add value to the user’s experience and fit into TruStone Financial’s mission to simplify the banking process.
// PRODUCTION QUALITY TruStone Financial’s website was developed on the WordPress content management system. WordPress has a reputation of being simple and widely used. This allows select credit union employees who may not be techsavvy to be easily trained and update the website. Using a popular content management system allows for web developers to use shared knowledge, develop innovative applications and provide a better experience for users while still maintaining the security a financial institution requires.
CORPORATE WEBSITE REDESIGN //
3
// RESULTS The transition to the new website has been a great success. TruStone Financial has implemented Adobe Analytics on the website which allows easy tracking of key performance indicators and website usage. Since transitioning to the new design, the website has seen a 46% increase in overall sessions and a 17% increase in unique website users. Website visitors have increased their pages per session and increased their average time on the website to upwards of two minutes. Spending even seconds more on the website is crucial to converting consumers into members. More importantly, TruStone Financial has used the website redesign to refine the online sales funnel. Prior to the website overhaul, top pages included locations and the contact us page. After the website redesign, the contact us page still ranks highly but we have driven more website visitors to learn about online services and checking accounts than ever before. The marketing department is working with SEO specialists at First Scribe to continually update and improve the website. Page rankings have greatly improved in Google searches for key terms and a share to social function has recently been added to credit union blog posts. By working in tandem with a high quality web development firm, TruStone Financial’s website is sure to be an essential function of business for years to come.
CORPORATE WEBSITE REDESIGN //
4
// APPENDIX A // LOOK AND FEEL WEBSITE HOMEPAGE
CORPORATE WEBSITE REDESIGN //
5
// APPENDIX A // LOOK AND FEEL INTERIOR PAGE
CORPORATE WEBSITE REDESIGN //
6
// APPENDIX B // RESPONSIVE DESIGN DESKTOP VIEW
TABLET VIEW 1
CORPORATE WEBSITE REDESIGN //
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// APPENDIX B // RESPONSIVE DESIGN TABLET VIEW 2
CORPORATE WEBSITE REDESIGN //
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// APPENDIX B // RESPONSIVE DESIGN MOBILE PHONE VIEW
CORPORATE WEBSITE REDESIGN //
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