Focusing on solutions & product positioning
Following a collaborative discovery session, ZAG developed an initial site strategy to support TCU’s goals. Focusing on a solutions-oriented approach, the new site architecture uses key action words that align with consumer needs. Based on best practices and existing analytics, the new navigation creates an intuitive experience for visitors while using a modern design layout.
The new site also positions solutions to specific audiences at various stages of the consumer journey by balancing product promotions with helpful resources, such as calculators and financial literacy articles. This strategy is exemplified in the solutions finder on the homepage, which presents related products, tools and articles based on a visitor’s objectives.
Differentiating the brand & delivering enhanced service
TCU wanted the website to reflect their friendly, personal and forward-thinking brand attributes. The custom responsive design features photography, iconography and other visual elements that represent TCU’s brand and personality and connects with its audiences.
A key differentiator for TCU is providing exceptional service to members. In line with this, the new website provides multiple touchpoints for visitors to take action based on preference – from online applications and contact forms to calling or visiting a local branch. As a service to its members, TCU used a website tour to introduce the new website, highlighting key features, such as online banking. To provide equal service for all users, including those with disabilities, the website was also built against current ADA conformance guidelines.