Evolving an Online Presence into a Digital Branch

New website for Elements Financial


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 wanted us to transform their website into a “digital branch” so that both current and future members of their credit union could more easily find information about all the accounts and services available to them. 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.

First we underwent an exhaustive research phase, including goal setting, user surveys and interviews, a Google Analytics assessment, and persona development, so we knew what improvements would be most important to our redesign. Here are five key changes that make the new elements.org a winner for users and the client: 

  • 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 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.

  • We created customized content hubs for Elements’ partner organizations so their employees can find the offers and services available just for them, making the online experience personalized.

  • The new content management system makes it much easier for the client to manage content, imagery, disclosures, and rate information across the entire site.

Elements says they’re “like a bank, only better.” Now their website is better, too.


Our Responsibilities: Audience Research, Content Development, Content Strategy, Mobile Website Design, Responsive Website Design, Search Engine Optimization, Technology Consulting, Usability Research, User Experience Design, User Research, Web Development - Back-end, Web Development - Front-end, Website Architecture, Website Design, Website HTML, Website Hosting

Client: Elements Financial

Industry: Finance/Banking