Andrews Federal Credit Union

Creating a credit union website that is ready to serve its members

Serving large Military installations and Select Employee Groups in Washington D.C., Maryland, Virginia, New Jersey, as well as three European countries, Andrews Federal is ready to serve and ready to solve for its members. With a new brand identity, Andrews Federal looked to ZAG to create a completely new website to reflect their updated brand, mission and values.

Creating the right image for the credit union

While Andrews Federal services distinct and different geographical areas, the credit union didn’t want the redesigned website to appear location-specific or limiting. Diversity in photography, interest-based content delivery, persona personalization, individual branch pages and a custom locations finder helps balance the need for local visibility and                 emphasizes the broad range of products and services that Andrews Federal has to offer. Incorporating brand colors and other identifying elements, the new website design the all-new Andrews Federal personality and vision. The enhanced site architecture and menu with product promotions and links to common tasks offers a more intuitive navigation and highlights their commitment to helping members find the right solutions based on their lifestyle and financial needs.

Designing an enhanced user experience

The new website features a custom, responsive design that is conformant with current ADA standards to ensure usability for all visitors. Self-service features, contextual resources and a robust support center help guide visitors along their financial journey. A primary focus for the website redesign was to ensure quick and easy access to the many online banking platforms that Andrews Federal offers its members, and to ensure that option was easily accessible from different devices. The site also includes built-in promotional space, which serves as the perfect placement for customized content as part of the site’s overall personalization strategy. Tailoring website content to specific audiences based on previous browser behavior, geographic area and more makes the experience more relevant and relatable and supports conversions.
 

Improving the website content strategy

In addition to personalized content, all site content was rewritten to fit the credit union’s new brand voice and editorial authority – minimizing clutter while optimizing for marketing effectiveness and search engine ranking. A custom-designed blog provides fresh, relevant content that support rankings in search results and provides hepful information for return visitors. Offering a means to capture leads, the Andrews Federal website includes conversion-driven landing pages, custom forms and more. Alongside the website project, ZAG developed a custom email marketing template so Andrews Federal can use Kentico to send targeted emails to recipients, helping to keep them informed and convert them into meaningful relationships. Custom analytics tracking was also implemented to allow for better site activity monitoring and maximization of key performance indicators.

Upgrading technology, features and functionality

Built using a combination of out of the box and custom solutions provided by the Kentico CMS, the Andrews Federal website is user-friendly for both visitors and administrators. A custom rates management tool allows for sitewide rate updates, while a custom location management tool also offers centralized location information management while integrating with third-party APIs. An advanced user search feature includes predictive keyword matching to increase result relevance. ZAG also built a custom FAQ database so that frequently asked questions and answer content could be more efficiently managed and integrated into the site. Additionally, the site seamlessly integrates with many third-party solutions – including online banking, account opening, DataTrac rate comparisons, loan applications, GDPR compliance and management, and more.

Introducing members to the new website

To increase awareness of the new website and generate excitement among the Andrews Federal  audience, ZAG’s integrated team developed a custom launch campaign which included integrated tactics on the website, branches, online banking, social media, email, monthly statements and more. To further help visitors feel comfortable with the new site, ZAG also created a website tour which only displays to visitors when accessing the website for the first time.
 
The new Andrews Federal Credit Union website combined with strategic marketing programs is sure to engage unique audiences for continued business growth.

Serving a very broad membership base across a wide geographic area, our new website needed to be as smart as it is beautiful. Recognizing that our needs were vast, ZAG Interactive fulfilled our desire to develop a stunning, powerful and scalable website with persona-based intelligence delivering interest base content to site visitors, all while upholding recent data privacy laws and regulations.
Brian Holloway, Vice President of Marketing

Before & After

Use the slider below to see the before and after design.
Before After