What do we have here?

First we conducted a thorough phase of research and discovery, including goal setting, user surveys and interviews, a Google Analytics assessment, and persona development, so we could uncover what improvements would be most important to our redesign. We learned a lot about what users liked, what they were confused or frustrated by, and what new features they wanted to see in the future.

How do we make it better?

Next we completely reorganized, redesigned, and rebuilt the website using all we learned in the research phase to guide us. Six key changes that helped make the new elements.org a winner for users and the client are:

To alleviate frustration, we reorganized the site as a self-support tool. With new terminology and better navigation, users can find what they’re looking for and accomplish their tasks.

We designed all-new product pages to better meet the needs of users in each phase of their decision-making process -- including initial scanning, in-depth research, and ultimately, conversion.

We added prominent calls to action for online product applications to increase conversions.

The addition of lifestyle photography better matches the very personal approach Elements takes to work with its members.

The percent of members reporting they are 'Very Satisfied' with the website rose +33% after the redesign.

Did they like the new e-branch?

“Like” would be an understatement. The percent of members reporting they are “Very Satisfied” with the website rose +33% after the redesign. In addition, customers clicked through to apply for loans and other products at a rate 48% higher year-over-year. Now that’s a noteworthy rate of return!