7 17 Credit Union, based in Ohio, is committed to supporting its members, every step of the way. With deep roots in the community, 7 17 is focused on providing a progressive banking experience to members. After preliminary member and market research, 7 17 determined it was time to modernize its image. With a refreshed brand, 717 Credit Union hired ZAG Interactive to update its online presence and offer enhanced value to its members.
Establishing a strategic foundation
To develop an understanding of 7 17’s goals, ZAG conducted a discovery session with key project members and the credit union’s project teams. Going over the direction for strategy, design, development, marketing and more, a complete brief was created to document direction for the project. Based on the credit union’s strategic preferences for the redesign, ZAG developed a site strategy, including an intuitive site architecture, that would achieve the credit union’s user experience and navigation goals.
Designing for different objectives
Embracing the client’s vision to create a consistent brand experience, streamline content, highlight product benefits, and encourage conversions, ZAG developed a custom responsive design for the new website. Automatically adjusting to various screen sizes, the website offers the same features and continuity across different devices. Initial wireframing ensured all necessary elements were present on each page, and that the site skillfully combines valuable resources, product information, promotions and calls to action to balance user needs with the credit unions goals. The effectiveness of the designs were measured and optimized through usability testing. Additionally, designed with those with disabilities in mind, the site was also created to be conformant with ADA standards to achieve ultimate usability for all audiences.
Revealing a refreshed brand
With respect for the past and the intention to create a timeless image, the website revealed the credit union’s new brand. Guided by the new brand standards, ZAG brought 7 17’s new image to fruition through captivating photography, iconography, messaging and more. Emphasizing 7 17’s unique personality, ZAG’s copywriting team developed website content to communicate key messages about the brand, products and services. Telling the 7 17 story, the new website displays history and tradition, while demonstrating a commitment to keeping up with the times and trends.
Enhancing website marketing
To help 7 17 better compete in the marketplace, increase ranking in search results, and attract new members, ZAG developed a search engine optimization (SEO) strategy for the site. Developing custom meta data and naturally incorporating keywords in the website content, the SEO strategy follows best practices to maximize online visibility and organic traffic to the site. Offering additional opportunities for optimization and overall content marketing, as part of the website project ZAG designed and developed a branded blog that seamlessly integrates with the site.
Giving technology an upgrade
Making the website easier to maintain, the website is built on the robust Kentico Content Management System. Ensuring compatibility with all browsers, the website underwent extensive quality assurance and testing with both the ZAG and 7 17 teams. Allowing for simple, streamlined updates of rates and locations, the website also integrates a custom rates management tool and a locations finder tool.
Achieving business and member objectives, the new 7 17 website represents the credit union’s traditional philosophies, while offering a more contemporary, inclusive banking experience for members.