Northern Credit Union
Digital strategy & environment design
Approach
dig built an information architecture that was member focused by delivering a needs-based solution. Rather than trying to sell the member a particular product we thought of a way to ascertain the needs of a member and deliver them a clear picture digital solution with the appropriate products for the need. To complete this project, dig set up and reviewed Google and Adobe Analytics implementations and built dashboards that utilized unique user IDs. These user IDs could then be brought into the secure environment at NCU and paired with actual member data to analyze member behaviour.
Results
- By analyzing member behaviour over the course of a year, we were able to determine the ebbs and flows of users through not only NorthernCU.com but also subdomains and additional websites and vendors. This required a cross-domain tracking element to associate sessions across multiple different web properties and mobile applications.
- Our end goal with the project was to deliver a system that allowed members to get the right information in the right place, at the right time, with as minimal effort as possible.
- Further to our main goal, we wanted to allow non-members to action the information in real-time by supporting those users with additional tools such as online account opening solutions and live chat options.
- This project spanned over more than just the front-facing website. The information collected about the users' behavior was then utilized to trigger automated email campaigns, deliver relevant information on what users were looking at on the public website, and secure the online banking environment.
