US Federal Credit Union decided to rebrand itself to Firefly Credit Union to cater to the changing needs of its members. As one of Minnesota’s largest financial cooperatives with more than 70,000 members, $1 billion in assets and a history dating to 1925, the credit union needed to introduce its new brand without alienating longtime members.
Fresh, responsive design for a brand’s unveiling
Firefly CU turned to ZAG Interactive to create a modern, responsive design that captures the credit union’s core values, projects a warm, welcoming and smart personality, and proactively meets members’ ever-changing needs through various life stages.
This project involved overhauling the old site architecture to deliver a more intuitive user experience that prioritizes members’ online needs with the scalability to meet Firefly’s goals for its digital presence. ZAG’s design and strategy teams began by wireframing key pages, followed by a responsive design that greatly improved the website’s appearance and usability for both Firefly employees and members. Incorporating feedback from usability testing, this streamlined, innovative design supports Firefly’s brand and appeals to its target audience with a more intuitive navigation and smarter site architecture.
As part of the overall refreshed look, members are able to use the site’s self-service channels more effectively, which works toward Firefly’s goals of helping members by simplifying online loan applications, account openings and member applications.
Marketing and copywriting enhance content
Our copywriting and marketing departments collaborated to create a strategy that helps Firefly execute its plan to appeal to its audience through informational content that includes more comprehensive financial education. With SEO keyword research and rewritten content, the site appeals to a wide audience with content to help them make smart financial decisions and quickly find Firefly products that meet specific needs.
Kentico CMS serves as the development foundation
Our developers built Firefly’s site in the Kentico CMS and created a dynamic rates database and locations finder that allows Firefly’s administrators to quickly update information within a centralized location in the CMS.
We also seamlessly integrated various financial calculators used by visitors to research financial options and aid in decision-making, and we created easy access to the most important elements of the site, such as online banking and all online applications that facilitate account openings and new memberships. Additionally, we integrated custom search functionality through SilverCloud that delivers question-based in-site search results for users.
Website ADA Compliance
To ensure that the site is equally accessible to all visitors, ZAG Interactive also designed and built the new Firely CU website to be ADA compliant. Addressing items like color contrast, link styling and other details, our design team partnered with our development team to design and build the site against WCAG 2.0 standards.
Enhanced analytics tracking
Ahead of the site launch, ZAG’s marketing team implemented a custom analytics tracking strategy will allow Firefly to closely monitor site activity, user interaction, and ultimately ROI.
New website tour
Additionally, to ease member’s transition from the US Federal brand to the Firefly Credit Union brand, ZAG developed a website tour that appeared for first-time visitors and familiarized them with the new site features.