Redesign Criteria

Evaluating the Current Design

When a website feels cramped, disjointed, or simply fails to make a strong first impression, it signals the need for a redesign. The first step in evaluating a site’s current design is to look at its fundamental layout and how that layout interacts with typical user screen sizes. For example, a width of 650 pixels was once a standard for many sites. However, the average screen now measures around 800x600 pixels or larger, leaving a surplus of roughly 130 pixels that goes unused if the design is confined to 650. This unused space can be leveraged to reduce horizontal scrolling, improve readability, and present content more comfortably. A design that stretches nearly to the screen’s width - around 780 pixels after accounting for scrollbars - creates a more engaging canvas for content, especially for pages heavy with text, images, and interactive elements.

Beyond width, visual clutter can quickly overwhelm users. A site cluttered with links - whether at the top, sidebars, or as rotating banners - creates a chaotic user experience. When three-quarters of a page are filled with navigation options, visitors must sift through a maze of choices to find what they need. This is especially problematic when links appear in pop‑up menus or are repeatedly shuffled with each page reload, preventing efficient caching and slowing down load times. High-resolution images that are 29k in size, such as large office photos, add to the load time. Even if the picture does not convey any new information to users who already know what the city looks like, it still costs bandwidth and patience. In a world where even broadband connections can suffer from hiccups, a slower load time can push users toward competitors.

Color choices also play a critical role. A splash of blue, white, yellow, green, brown, and scattered reds may look vibrant at first glance, but if they clash or fail to guide the eye, the overall aesthetic becomes muddled. A cohesive color palette that aligns with the credit union’s branding helps establish trust and recognition. The site’s logo should remain a focal point, but it needs to sit within a harmonious design that doesn’t feel rushed. Simple elements like a welcoming headline - “Welcome to YOUR Credit Union” - are essential, yet they must not be drowned out by a cacophony of banners and banners.

One positive takeaway is the isolated placement of the logo. A clear logo stands out, creating an immediate brand anchor. Another useful feature is the readily available sitemap, along with direct links to location and operating hours. These small touches aid navigation and provide essential information without the need for users to hunt for it.

To fully understand how the current design is performing, the next logical step is to measure user behavior directly. This involves analyzing server logs, conducting user surveys, and testing specific page elements. By mapping out user flows and identifying where users drop off or get stuck, the redesign can be focused on eliminating pain points and reinforcing strengths. This data-driven approach ensures the redesign doesn’t merely cater to the designer’s preferences but aligns with actual user needs and behaviors.

Gathering User Insights

Collecting concrete feedback from visitors is the most reliable way to guide a redesign. The first tool in the arsenal is server log analysis. Hosting providers typically keep detailed logs of every request a website receives. By feeding these logs into an analysis program - many of which offer free trials - designers can quantify which pages see the most traffic, how often users return, and which sections might be underused. It’s essential to include logs from specialized areas such as the online banking portal; these often have distinct user profiles and can reveal additional traffic patterns.

While quantitative data is invaluable, it tells only part of the story. A complementary method is to run a short, well-structured web survey. Sending a brief questionnaire to the existing customer base - especially those who log into the site regularly - can uncover preferences that raw data cannot. Craft the survey with clarity: let participants know the site is under redesign, invite them to share their favorite features and suggest improvements. Adding a small incentive can boost response rates. For instance, offering a one-dollar credit to a bank account per completed survey signals that their input is valued and yields a tangible benefit.

Survey responses should focus on several key areas: frequency of use, most visited sections, perceived ease of navigation, and any frustration points. When users mention a specific feature they wish existed - say, a simplified bill‑pay guide - those insights should directly inform design changes. In the original review, the absence of a “How Does Bill Pay Work?” page was flagged as a gap. The new design should consider adding a succinct, user-friendly guide that explains the process in plain language, perhaps even offering a video walkthrough for visual learners.

After gathering user data, the next step is to categorize feedback into actionable categories. Group suggestions into themes such as “navigation simplification,” “content clarity,” and “visual consistency.” This organization allows the design team to tackle issues methodically. For example, if many users complain about the confusing “Bill Pay” button - highlighting the 30-cent fee per bill per day - then the wording can be revised to eliminate ambiguity: “$0.30 per bill.” Clear, straightforward labels reduce friction and enhance trust.

It is also worthwhile to examine how the site’s contact information appears. Customers should be able to reach out quickly - ideally via a visible phone number, email link, or live chat. If the site already offers a chat service, evaluate its cost-effectiveness and performance. Starting with a low-cost provider and scaling up if the service proves popular ensures that resources are used wisely.

Finally, consider whether the redesign should highlight unique selling points that set the credit union apart from larger banks. A concise list - “Lower fees, personalized service, community focus” - helps new and existing customers see why they should stay or join. This kind of messaging is powerful because it taps into a desire for belonging and empowerment. Users often brag about making wise choices, and showcasing tangible benefits can encourage them to share their experience with peers.

Crafting a Fresh Design Strategy

Armed with data, the next phase is to translate insights into a coherent design strategy. Hiring a reputable design firm can be a worthwhile investment; a professional team brings expertise in visual hierarchy, usability testing, and scalability for search engines. The new design should maintain a consistent look across all pages, including the home page and internal sections. Consistency reduces the learning curve for users and reinforces brand identity.

Start by selecting a color scheme that reflects the credit union’s values and remains accessible across devices. Use contrasting colors for calls to action (CTAs) so they stand out against the background. When revising button text, favor clarity over style. Instead of “Learn More” for a tax document page, opt for “Download Your Tax Forms.” Directness saves users time and lowers abandonment rates. The same applies to bill‑pay buttons: remove confusing phrasing like “every day” and state the fee simply. Clear labeling prevents misinterpretation and builds confidence.

Navigation should be intuitive. Rather than a fragmented menu, create a single, streamlined navigation bar that appears on every page. Place high-priority links - such as “Online Banking,” “Membership,” “Contact” - where users expect them. Consider adding a prominent search bar that returns results quickly, especially if the site hosts a large amount of content. For frequent tasks - like logging in, transferring funds, or applying for a loan - implement a quick access panel that users can reach from any page.

Accessibility is another critical factor. The redesign must accommodate users with visual impairments, different browsers, and mobile devices. Use responsive design techniques so the layout adapts smoothly to varying screen sizes. Ensure that images have alt text, links have discernible names, and that color contrast meets WCAG guidelines. Testing across multiple devices - desktop, tablet, smartphone - reveals hidden issues early and ensures a consistent experience for all visitors.

In addition to functional improvements, consider engaging users with new content. A “Money Tips” section, for instance, could offer short, actionable advice in a playful format. A child‑friendly page could showcase a “Money Lab” with interactive games or comics that teach budgeting. These creative touches humanize the credit union and foster long‑term relationships. Be mindful of the tone: use friendly language, avoid jargon, and keep sentences short enough for easy reading.

Once the design framework is in place, test the site with real users. Conduct usability studies where participants complete common tasks - such as locating the bill‑pay page or finding branch hours - while observers note difficulties. Iterate on design elements that cause friction. This iterative process ensures that the final product truly serves its audience.

When launching the redesigned site, accompany it with a communication plan. Inform existing members via email, social media, and on‑site banners that a new, faster, easier site is live. Highlight key improvements, such as a streamlined login or updated fee information. Encourage feedback by providing a short survey link at the bottom of each page. This keeps the conversation open and demonstrates that the credit union values its members’ voices.