TruStone Financial

An website design and digital experience to better serve members

Formerly Firefly Credit Union: 2016 Kentico Website of the Year Winner

TruStone Financial (TruStone) needed a refreshed site that would showcase its new brand and combined mission after a merger. With a long-standing history in Minnesota and Wisconsin, TruStone wanted the new site to demonstrate its continued commitment to the changing needs of its many longtime members.

increase in new sessions

Fresh, responsive design for a brand’s unveiling

TruStone 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 TruStone’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 TruStone employees and members. Incorporating feedback from usability testing, this streamlined, innovative design supports TruStone’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 TruStone’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 TruStone 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 TruStone products that meet specific needs.

Kentico CMS serves as the development foundation

Our developers built TruStone’s site in the Kentico CMS and created a dynamic rates database and locations finder that allows TruStone’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 TruStone 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 standards.

Enhanced analytics tracking

Ahead of the site launch, ZAG’s marketing team implemented a custom analytics tracking strategy will allow TruStone to closely monitor site activity, user interaction, and ultimately ROI.

New website tour

Additionally, to ease member’s transition from the previous brand experiences to TruStone Financial, ZAG developed a website tour that appeared for first-time visitors and familiarized them with the new site features.

Update: When Firefly Credit Union and TruStone Financial merged, ZAG rebranded the site once again to be TruStone Financial.

The team at ZAG made the larger-than-life task of creating an exceptional digital experience of our new brand such an enjoyable one. Their expertise and guidance throughout the process was priceless; from strategy to execution, all aspects of the project were considered to ensure the transition for us and our members would be a seamless one. We couldn’t have asked for a better partner!
Michelle Swanson, Digital Strategist, TruStone Financial

Before & After

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