Our Work
Generations Federal Credit Union
Our Work
Generations Federal Credit Union
Opportunity
Modernize Digital Presence & Establish Industry Leadership Idea
Generations Federal Credit Union (GFCU) is a member-owned, community-focused financial institution dedicated to local decision-making, volunteerism, and providing convenient, comprehensive banking services for all generations. In February of 2023, GFCU tasked Noisy Trumpet with redesigning their website to refresh and modernize the GFCU brand and digital presence. This initiative aimed to position the organization as the leader in the industry and set it apart from the competition.
Idea
Refresh Website Navigation for Seamless Usability and Elevated User Experience
Upon our initial assessment of the website, we identified significant usability issues through the UX process, particularly with the drop-down menu navigation system. Surveys indicated that members often struggled to locate essential services, leading to frustration. It became clear that a more intuitive and efficient navigation system was needed.
Our web team proposed a thorough redesign of the website’s navigation. The primary change was to replace the old drop-down menus with a full-width navigation bar. This approach, grounded in UX research, aimed to enhance the user experience by making the navigation more accessible and engaging. Additional changes to the design included:
Announcement Bar + Popups: The purpose of this feature is to quickly communicate urgent announcements and information through a combination of announcement bars and popups. This ensures that critical messages reach users immediately in a visible and accessible manner.
Utility Navigation: This feature is designed to provide quick access to essential actions and information, such as scheduling appointments, locating ATMs/branches, viewing current rates, and contacting GFCU. By enabling users to perform important tasks directly from the top navigation bar without navigating through multiple layers of menus, it enhances user convenience and efficiency.
Quick Links with Menu Dropdown: The purpose of this feature is to offer direct links to commonly used features, such as skip-a-payment, make-a-payment, and checking loan status. This addresses the most frequent user needs, reducing the time and effort required to access these services, thereby improving user satisfaction and streamlining their experience.
Marketing Language: This feature aims to use prominent, engaging language and visuals in the full-width dropdown navigation to highlight key products and services. Promoting GFCU’s offerings directly within the navigation enhances visibility and encourages user engagement, effectively marketing the institution’s products and services to users.
Results
Increased Engagement and Retention in First 30 Days
- New visitors were 14% less likely to leave the site than before redesign
- Within 30 days, average time on page increased by 55% as users looked up over 7,000 addresses.
- The addition of calculators led to a 17% increase in average time on page as user engagement rose.
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