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Client
Wings Financial
A site that provides a fresh, helpful banking experience
Overview

As one of the nation’s top credit unions, Wings Financial Credit Union (Wings) serves over 329,000 with more than 30 branch locations in 24 cities across five states.

In order to compete with established banks, Wings needed a website to reflect their unique brand and provide an intuitive, helpful banking experience for their members. Their goals were to keep pace with best practices and to focus on improving the mobile user experience, search engine optimization, and accessibility.

Along with the stated performance requirements, Wings required an easy way to administer a full-featured content management platform that would support A/B and multivariate testing, campaign support, and publishing workflows.

Risdall delivered an experience that reflects positively on our brand and adds great value to our customers. They continue to be an important partner to us.

Approach

Risdall collaborated with Wings to understand its business, the website requirements, audiences, usage of the website, and what was working and what wasn’t.

Risdall conducted multiple stakeholder sessions to understand the business and what customers looked for on the Wings website. We outlined deficiencies and goals for the new website related to the needs of their members in order to help map a plan for improvement. (pictures of workshops)

Forensics conducted on the existing website identified significant opportunities to improve the structure and user experience, including better categorization of information based on life stages, and identifying new tools and features to enhance the site performance and usefulness.

Finally, Kentico 12 was selected using the recently introduced MVC architecture as the full-featured content management platform.

Solution

Member needs and site search behavior drove a completely new information architecture and simplified the user experience that aligned with interest categories: Save, Spend, Borrow, Prepare.

Risdall also helped place a strategic focus on the significance of information and content for the end user, using forensics of the site and keyword research to help define content sections of the site.

Assessing and determining existing content viability against specific audience criteria allowed Risdall to streamline areas of the site, consolidating information, eliminating miscellaneous pages, and tying standalone pages to new category sections.

Design concepts focused on the end user, with imagery providing a candid look at consumers in real-life settings and copy delivering an uplifting conversational tone rather than banking speak. The final look and language elevated Wings Financial Credit Union’s brand standards and enhanced their essence of Wings while fitting within accessibility standards.

An agile, collaborative working process allowed for excellent team communication, creative iteration, and refinement in creating and developing sections of the site.

At the end of the project, we were able to hand off a component-based design system that allowed Wings staff to create pages with consistency, and remain within brand and website design standards. To accomplish this, we created a total of 10 universal templates used across more than 100 pages. Over 100 custom icons were created as part of a custom component library, making authoring new information sections and future pages easy for the client.

Results
  • Over 50% increase in pages per session
  • Over 50% reduction in page load time
  • 44% decrease in bounce rate on mobile devices
  • 5x increase in organic search impressions on SERPs
  • 18% increase in SEO traffic YOY

Finalytics.ai assembles an interdisciplinary team and conducts a heuristic evaluation into websites of the 50 largest credit unions by asset size in the U.S. In 2021, Wingsfinancial.com achieved the second highest average score across a variety of quantitative and qualitative criteria including UX, Design, Content, and Analytics.

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