Clearwater Credit Union: Leading with Community Impact
Project at a Glance
The story goes like this: We launched a brand new website for Missoula Federal Credit Union back in 2018. The previous version of their website, with run-of-the-mill product pages and promotional clutter, didn’t differentiate it from any other institution that claims core values.
On the heels of the site revamp for Missoula FCU, they began a rebranding effort to ‘Clearwater Credit Union,’ spearheaded by design and innovation consultancy Opp/Ed. Our new charge was to preserve the successful updates to the copy, structure and vastly-improved user experience of the Missoula FCU site, while infusing the new Clearwater CU name and brand identity. It was critical to retell their story, and do so in a way that created a smooth transition for their members.
The new website won a 2019 Davey Award, aims to create a values-based banking impact hub; lead with purpose; and to make the user experience fast, easy, and accessible.
Type of Project
Web Design & Development
Create a Values-Based Banking Impact Hub
For Clearwater, the values truly come first. To make its new site reflect this, we up-ended the typical credit union site and put values first — everywhere. The new homepage is all about the mission and how the reader can get involved, and product pages lead with the positive impact the product has in the local community. It’s not for people who are just looking for a generic banking account, and that’s ok — Clearwater is looking for the people who want to be part of their mission, and this new site is designed to help those people know they’ve found their financial home. It’s not about just opening a checking account, it’s about joining a movement.
Lead with Purpose
Before, there wasn’t much to distinguish Clearwater’s site from any other credit union anywhere in the country. Now, woven throughout the site are community impact stories, staff and member testimonials, and local imagery so visitors always know they’re dealing with a local credit union that prides itself on service and impact.
Clearwater is passionate about transparency, so we made it easy to see what they’re up to. From easily accessible annual reports, to actual impact numbers throughout the site, to a blog categorized by the causes the credit union actively works with, it’s obvious Clearwater walks the walk.
Make it Fast, Easy, and Accessible
Values, impact, and local connection are all important, but of course, user experience remains paramount. Clearwater wanted to make sure that visitors could intuitively navigate the site and find what they were looking for. With well-organized menus, prominent “join” and “login” buttons, and a seamless mobile experience, anyone can open an account, explore products, or view recent transactions without any heavy lifting required.
Traffic to Join page increased by850%
Site speed increased by58%
Bounce rate decreased by60%
PixelSpoke has been a fantastic partner during our website redesign process. They are positive, adaptable, and incredibly capable. We are insanely proud of our new website and are excited to continue working with PixelSpoke as we evolve our site for years to come.
— Gwen Landquist, Director of Brand & Communication at Clearwater