Objectives

  • Simplify access to key online banking tools

  • Drive increased discovery of Hiway via search engines

  • Create a beautiful, memorable brand experience

Hiway Federal Credit Union is a financial cooperative serving 65,000 members worldwide, with over $1 billion in assets. Based in St. Paul, MN, Hiway differentiates itself by providing a personal experience and extraordinary standards in personal service.

Having recently made a number of investments in improving the
online experience it provides to members (including the evaluation and selection of a new online banking platform and the deployment of a new content management system), the Hiway team approached us for help redesigning the website's user experience to meet the needs of an increasingly savvy and demanding membership.

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Approach

We worked closely with the Hiway team over the course of several months to rethink the web experience from the ground up, developing a more intuitive navigation system and a flexible set of templates designed to emphasize Hiway's differentiation while spurring visitors to action.

We created a homepage design that highlighted the benefits of joining the financial cooperative while providing quick and convenient access to the new online banking platform and a host of other key tools.

We also helped Hiway refine its brand voice and copy to present a more compelling, resonant narrative to its members and prospective members. A messaging exercise conducted as part of the website redesign ensures cohesion between all components of the online brand.

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The launch of the site, which completed Hiway's transition to Percussion CMS, won the Hiway team rave reviews from members.

Our work also served to establish a set of design standards across both online and offline assets, carrying us into next phase of the project, which includes ongoing optimization of the experience and a focus on driving measurable improvements in SEO.

 

Results

23.4%

increrase in organic search traffic

 

13.3%

increase in average time on site

 

1.3 sec

homepage loading time, down from 3.5 sec before redesign

 
 
I think this website just set a new industry standard.
— Sharon Bechstein, Graphic Design and Marketing Specialist