accessible. available. inclusive.

For VantageOne Credit Union, living its vision to provide its 12, 000+ members with an ‘extraordinary experience’ is an inside job. It starts with exceptional leadership, excellent staff and a company-wide commitment to going the extra mile. With so many strengths fuelling its growth, VantageOne CEO Glenn Benischek felt that the time had come to have a website that reflected the credit union’s vision as well as the changing mobile needs and expectations of its membership. 

When Benischek and his team asked us to design and develop VantageOne’s new website, we were more than happy to chime in. 

First steps
As always, our process began with our personification process. It gave us tremendous insight into what VantageOne members were looking for in a website. They wanted to connect with VantageOne online and they wanted that experience to be every bit as friendly, simple and ’end-to-end’ as it was when they visited a branch in person. While their needs were nuanced in many ways, there were clear commonalities. They wanted:

  • information and support to be available from anywhere
  • access to tools that would allow them to take action online, whether it was to manage their accounts, apply for a loan, become a member or to chat with VantageOne staff in real-time
  • the content and tools of the site to be inclusive of every device (phone, tablet, laptop or desktop)

Mobile-centric focus
The VantageOne personas were clearly of the mobile-first mind-set. Kathy Matkin-Clapton, our copy and creative director recognized that mobile-centricity was a potentially huge catalyst for current and future engagement. ‘The personas reflected the intimate relationship that most of us have with our mobile devices. Our phones are becoming an extension of ourselves. We count on them to deliver the content and functionality we want at precisely the instant we request it. We wanted to design the site and choose content in a way would help VantageOne make the most of that mobile-first mind-set.’

Responsive design
Jeff Coomber, our Director of UX Design and the architect of the new website, agrees. ‘We put a lot of thought into how to design a website that would not only meet only VantageOne’s needs but also the needs of its members. With the rising tide of smart phones and tablets flooding the market and increasing consumer demand for virtual banking services, there was no question for our team that responsive design was the way to go.’

Benischek agrees, saying, ‘We live in a multi-device world. A company’s web presence must reflect this to continue to compete effectively. As technology rapidly reshapes the world, a responsive web presence is critical in our business today and moving forward.’

So we developed a site that would:

  • embrace device diversity by making access, navigation and utility simple from every device
  • support every action the personas wanted to take, whether it was to learn more, chat in real-time, manage their money, apply for a loan, open an account or become a member
  • ensure that all content would translate well in a growing number of contexts

Support a multi-channel, multi-device strategy
VantageOne’s new site also supports a multichannel strategy that is powered by thirdstream software:

  • cumulus™, our online member onboarding and account opening solution
  • jump(start)™, our online loan application

Thanks to the seamless integration of this software into the site, people will find it easy to become a VantageOne member, open a new account or apply for a loan, line of credit or mortgage. And since the user interface of all of our software is also responsive, they can do all of this in a matter of minutes from any device. This multi-channel strategy will support  VantageOne in meeting the strategic goals to:

  • increase member engagement
  • grow deposits
  • increase lending
  • promote its other business lines

It’s all about the member experience
At the end of the day, our goal was to develop a website that would resonate with the members and deepen their relationships with VantageOne. Coomber says, ‘We wanted to make it incredibly easy for people to engage with VantageOne online, whether it was to find a branch, transfer funds, open an account or apply for a loan. We applied personification and UX (user experience) design principles to create a simple and intuitive user experience that makes it easy for members and potential members to achieve their goals from their computers, smart phones or touch screen devices.

Check it out

  1. View the VantageOne site here.
  2. Listen to what Benischek has to say about the site here.

For more information on responsive design and other online strategies for your credit union, call us 403-381-1360 or connect with our VP of Business Development.

2014-09-26T12:45:38+00:00 September 26th, 2014|Categories: uncategorized|Tags: , , |0 Comments

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