State Employee Federal Credit Union has more than 121,000 members and more than $1.2 billion in assets. It maintains administrative offices, 14 branches, a staff of more than 325, and a network of more than 50 proprietary ATMs. SEFCU is currently one of the 70 largest credit unions in the United States and the largest in the Capital Region. Their brand is founded in its commitment to be a first-rate financial institution with world-class services, while still remaining accessible and “down-to-earth” for its members. SEFCU desires to serve as a resource and to truly partner with their members for all their everyday financial needs and goals.

Solution:

SEFCU wanted their old website to get an entirely new “look and feel” that would not only have engaging and exciting visual appeal, but would also create a sense of confidence and “ease-of-use” regarding the site’s valuable features and functions. Their aim was to immediately evoke feelings of trust, caring, stability and community in a design that speaks to each target audience’s lifestyle, dreams and goals. To achieve this goal, Mercury created design templates for all sub-level sections using audience-specific images and features appropriate to each area of the site. The sub-level templates were based on our home page design concept.

SEFCU needed their website to be quick and easy for “task achievers” to locate and access transactional features by eliminating clutter and creating intuitive “business blocks” for key site functions. They wanted it to serve as an even better resource to existing and potential members by establishing the web site as a definitive source of educational and support materials, as well as SEFCU financial products and services

Issues of particular importance for SEFCU were screen resolution and cross-browser compatibility to optimize viewing by the widest audience and Home Page download speed. A further challenge for Mercury was the creation of optimal categorization, organization and navigational paths for the tremendous volume of information within the website.