Mistake #1: Catering to the Wrong Mobile Market
We know that a web redesign is a big deal. It‘s a huge investment in time and money. That’s why we've compiled this list to help you learn from the biggest mistakes we have seen while redesigning sites for credit unions.
Too many times we've seen credit unions get caught up in the “shiny bauble syndrome,” and worry more about what the site looks like instead of taking into consideration these basic ideas that will have a huge impact on their site. Of course, it’s important to have an attractive site, but there are elements that contribute more to success than what color scheme your members will like best.
Taking the time to explore these topics ahead of time with your team will lead to a happier experience throughout the project, as well as enhanced user experience for your site. This list is by no means comprehensive, but if you review these items before you start your redesign, you’ll be well on your way to a great site!
There are several approaches that a credit union can take to deliver a mobile experience. It’s not always a one size fits all choice. Should you offer a Native App? A Mobile Site? A site offering Responsive Design? Or a combination of these?
Offering a Native App and a Responsive Designed site might be ideal, but can your credit union afford to develop and maintain both?
A Native App is a mobile application that is written with a specific programming language for a specific operating system, like Apple’s iOS or Google’s Android. It does not require an Internet connection. It has the ability to use device-specific hardware and software, so native apps can utilize the technology available on each mobile device, such as a global positioning system (GPS) or camera. This makes for the most optimal user experience.
However, a Native App build can be expensive and time consuming, and the process of downloading it from an app store can create an access barrier for your audience.
Unlike a Native App, a Mobile Site is accessed through a web browser and requires Internet connectivity. Your audience may view pages of your Credit Union’s website on a mobile device, similar to the Native App experience, but through a web browser. However, a Mobile Site delivers only a few select pages of your site, limiting your cross-selling and marketing opportunities.
Additionally, a Mobile Site will add to your ongoing maintenance time. It is built as a separate site, so it will require updating content in two places, not to mention splintering your SEO results.
Responsive Design is generally most cost-effective as a mobile solution, compared to building a mobile site and/or a native app. There is one set of code, one site to manage and it’s viewable no matter what smartphone or tablet your members are using.
Responsive Design is not just about fitting your site on a mobile screen, it's also about making sure that functionality works in every mobile scenario. It creates a continuous user experience on all mobile devices, regardless of screen size and orientation.
Although this option may seem like a no-brainer, we can help you to decide if Responsive Design is your best solution. We'll take into consideration the business objectives of your new site or redesign first, then review how your audience is consuming content, and finally, evaluate your current analytics to see what platforms members are using to access your existing site.
The better you brand yourself across all devices — mobile, laptop/desktop and tablets — the better your members’ user experience will be.