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In order to drive measurable improvements in service and growth, a financial cooperative with over $1B in assets needed to create a beautiful, memorable brand experience, dramatically simplify access to key banking tools, and drive increased discovery of its services via search engines.
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Hiway Federal Credit Union is a financial cooperative serving 65,000 members worldwide, with over $1 billion in assets. Based in St. Paul, MN, Hiway differentiates itself by providing a personal experience and extraordinary standards in personal service.
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Having recently made a number of investments in improving the online experience it provides to members (including the evaluation and selection of a new online banking platform and a new content management system), the Hiway team approached us for help reimagining the website's user experience to meet the needs of an increasingly savvy and demanding membership.
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Our discovery phase included over a dozen one-on-one interviews with stakeholders from across the organizations, visits to Hiway branches, a competitive landscape audit, deep dives into their historical web analytics and SEO ranking data, and a number of in-person collaborative workshops established a foundation for the development of a prototype that could be rapidly

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We worked closely with the Hiway team over the course of several months to rethink the web experience from the ground up, developing a more intuitive navigation system and a flexible set of templates designed to emphasize Hiway's differentiation while spurring visitors to action.

We created a homepage design that highlighted the benefits of joining the financial cooperative while providing quick and convenient access to the new online banking platform and a host of other key tools.

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We also helped Hiway refine its brand voice and copy to present a more compelling, resonant narrative to its members and prospective members. A messaging exercise conducted as part of the website redesign ensures cohesion between all components of the online brand.

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The launch of the site -which completed Hiway's transition to a new enterprise web content management system -won the Hiway team rave reviews from members.

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The site also featured a number of integrations that made access to important tools frictionless:

‣ Q2, for end-to-end digital banking

‣ LocatorSearch, for ATM and branch locations

‣ Engageware (formerly Silvercloud), for always-on-customer support

‣ Live chat and co-browsing tools

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Our work also served to establish a set of design standards across both online and offline assets, carrying us into next phase of the project, which includes ongoing optimization of the experience and a focus on driving measurable improvements in SEO.

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