Case Study:

Georgia's Own Credit Union - Case Study

Results 17% increase in product pageviews
 

9% increase in organic search visitors

CASE STUDY: GEORGIA’S OWN CREDIT UNION

From Persona-driven Journey Mapping to a Vibrant, Dynamic Website

Starting with a group of eight Atlanta telephone employees in 1934, Georgia’s Own has grown to be the third largest credit union in Georgia with over 4.3 billion in assets, serving members across the state. The Georgia’s Own goal of people serving people led the Credit Union to a partner that could help them better serve their growing membership.

POST-LAUNCH UPDATE:

REAL-TIME PERSONALIZATION THROUGH AI

Post launch, Extractable’s sister company, Finalytics.ai, implemented website personalization with the Finalytics personalization engine, creating a dynamic experience based on user behavior for visitors to the site. This gave Georgia’s Own the ability to target users with relevant messaging based on real-time data, from geo-location and site activity to member segments and app starts. In addition, Finalytics created custom dashboards with full-funnel reporting to provide insight into the end-to-end member journey.

THE CHALLENGE

While the brand was evolving, the Georgia’s Own website could not keep up. It felt stale, slow and inconsistent and was hard to navigate. The design was not up-do-date from a mobile-first perspective and needed a fresher look and a more dynamic experience to appeal to their broad and growing member base which included, not only Atlanta, Georgia but also more outlying areas as well as younger demographics.

Behind the scenes they needed a modern CMS that the marketing team could more easily manage and focus on SEO and content marketing to support their business goals.

OUR APPROACH

Journey-Driven Design

Extractable started with in-depth discussions with members and leaders in key business areas to understand areas for improvement and goals, which would inform the UX and design strategy. Out of these conversations Extractable developed personas and user journeys for use in both the website design and marketing campaigns.

Image of three Georgia's Own CU journey maps with their corresponding personas

Appeal to a Younger Demographic

Extractable updated the site, designing a modern-looking experience that would better communicate to all members, including a growing younger demographic. Some improvements included:

  • A brightened up the color palette with new accent colors for more depth and design flexibility and better use of white space for clarity and to better showcase content.
  • Micro-interactions to guide discovery and express the vibrancy of the brand: embedded video, enhanced hover/active states, layered images, and motion graphics.
  • Planned product pages to consider users at every step of their journey through embedded calculators (Chimney), related content and contextual help.
  • A more intuitive navigation that better supported users as they interacted with the site.
  • A new CMS (Content Management System) that was easy for the marketing team to use.

 

Side-by-side screenshots of the top of the Georgia's Own Credit Union desktop homepage and the middle of the mobile homepage

RESULTS

The new site, with its vibrant design and micro-interactions and focus on user journey increased engagement and the marketing is now able to make and schedule updates more easily to support the Credit Union’s business objectives, while the SEO-Focused content structure increased the SEO value of the site.

  • 17% increase in product pageviews
  • 9% increase in organic search visitors

 

PERSONALIZATION EXAMPLES:

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