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  • Figure A: Website User Personas
  • Figure B: Elements Responsive Website - Homepage
  • Figure C: Product Page 
Case Study: Website Redesigned to be a “Digital Branch” Gets Results

Elements Financial

Case Study: Website Redesigned to be a “Digital Branch” Gets Results

How Elements.org increased user satisfaction and online applications
What do we need to accomplish?


With direct deposit, ATMs and mobile check deposits, a lot fewer people visit physical buildings to take care of their finances these days. That's one reason Elements Financial, an Indiana-based credit union, came to Williams Randall to recreate its online presence. Truly, they needed us to transform their website into a "digital branch," where credit union customers could more conveniently manage their finances online and visitors could more easily find information about all the accounts and unique services Elements offers and what makes Elements different than a bank. From a business perspective, Elements wanted the website to generate new members and increase online applications for products and services. Additionally, they told us that one of their corporate goals was to reach digital excellence, and we were excited to partner with them in moving toward that goal.
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.
Figure A: Website User Personas
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.
Figure B: Elements Responsive Website - Homepage

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.
Figure C: Product Page 
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!
Customers clicked through to apply for loans and other products at a rate 48% higher year-over-year.

RESULTS

Details

  • Services
  • Audience Research
  • Website Usability Testing
  • Surveys
  • User Research
  • User Personas
  • Information Architecture
  • Responsive Design
  • Content Strategy
  • Content Development
  • SEO
  • Custom Programming
  • CMS Buildouts
  • Hosting
  • Mobile Design
  • Website Analytics
  • Client
  • Elements Financial
  • Industry
  • Banking/Financial

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