Workers Credit Union

Creating a website that works for a local credit union

Founded in 1914, Workers Credit Union (Workers) provides personal and business banking solutions within north-central Massachusetts. Focused on their philosophy to do what’s right for their members, communities and employees, and in coordination with a brand refresh, Workers chose ZAG Interactive to provide strategy and design services for their website. With primary objectives to sustain core member growth and attract new audiences, the result was a refreshed look, improved user experience and a site to grow with the credit union for years to come.

Developing a site strategy to support goals

To determine all of the credit union’s goals with the website redesign, a discovery session was held with the ZAG and the Workers project team. ZAG then devised a site strategy that balances important member features, such as online banking, with educational resources and product promotions, to nurture relationships and convert visitors. ZAG first created a new, intuitive website architecture that allows users to quickly and easily find what they need through the site navigation. Using the new website structure, the strategy and design teams collaborated on wireframes to illustrate the direction for the site, including organization of content, placement of promotions, helpful tools and more. These wireframes served as the foundation from which the website design was created.

Focusing on design and accessibility

To reflect Workers’ unique brand and commitment to helping members live a healthy lifestyle, ZAG created a custom responsive website design that also conformed to WCAG 2.0 AA standards for ADA website accessibility. The new site represents Workers’ focus on convenience and technology, while ensuring a modern, inclusive site experience. With relevant features and relatable imagery, the design allows Workers to effectively connect with individuals on a more personal level based on their life stages and lifestyles.

Attracting and engaging audiences

Aligning with the look and feel of the new website, ZAG also updated the Workers blog design in conjunction with the overall website redesign project. The new blog offers additional opportunities attract, engage and educate audiences. ZAG additionally created new website copy, which offers enhanced product information in an easily digestible format, while capturing Workers’ distinct brand personality and tone, combined with SEO best practices.

Developing a prototype prior to build

To bring the design to life, ZAG’s development team created a working prototype of the approved designs. The prototype illustrated how the strategy, creative and functionality operate, and outlined the final code for key page templates of the website, which was subsequently built by Worker’s in its preferred content management system. With this development framework, a web style guide and development consulting, ZAG provided Workers with the materials they would need to build and maintain the website.  

A strategic design that delivers results

The project resulted in a 216.15% increase in the goal conversion rate, a 304.76% increase in overall goal completions, and a 32% increase in users from organic search, among other positive outcomes. Supporting business goals, the website strategy and design helps Workers stand out among its competition while staying true to their brand, generating trust and keeping members happy and proud to bank at the credit union.
How We Helped
ZAG provided strategy, design, development and marketing expertise to create a website that works for members and meets business goals.

Before & After

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