SEFCU Website Refresh
SEFCU is one of the largest Credit Unions in the United States with users from around the globe. Based in the greater Albany area, SEFCU was in desperate need of a web refresh. IBM was approached to help with not only refreshing their homepage but rethinking how it is used as a selling tool to potential customers. Nailing down the UX for how to best surface the most relevant information to specific user bases was a challenge but, the team found an elegant solution to the problem. We then presented two separate but equally compelling experiences resulting in a combination of the two. The team delivered a style guide to help with the role out of the new site. Additionally, we also delivered a vast illustration library with specific directions on how to create additional illustrations based on their growing needs.
Client: SEFCU
Team: Nidhi Malhorta - Associate Creative Director | Cody Butcher - Senior UI Designer | Ewa Karweta - Senior UX Designer
Role: Prototype & Senior UI Designer
Tools: Illustrator, Invision, Keynote & Sketch
Year: May 2018 - July 2018 - Launched late 2018
The team conducted an audit of SEFCU’s current site architecture & visually captured key, high traffic pages.
SEFCU offers robust solutions for users at any point in their financial journey. We needed a dynamic homepage to help surface these products in a thoughtful way. As a team we landed on life event. When a user lands on the SEFCU home page they are greeted with a drop down listing out a number of life events, from buying a car to having a new child. They select one of these events and the home page dynamically changes to showcase a host of financial products, all with ability to help them tackle that life event head on. From there they can navigate to products, learn about best practices and even sign up.
The team then built out a number of site maps to help capture the idea above. With the client we narrowed our focus to an architecture we felt best represented their users.
Option 1
Fintech Inspired Option
Option 2
Traditional Financial Institution Option
Final Result
Our development team utilized Drupal to build a robust CMS that SEFCU could easily jump in and run on their own.
Home Page - Life Event Selection
Navigation
Secondary Pages
Along with delivering a new site we delivered updated brand guidelines. These would help the team to maintain the site after the IBM team had moved on. Additionally the team delivered a guide to using the 100+ illustrations we built.
Sample of Illustrations created for the SEFCU site.
View the Live Site Here