Challenge

VyStar Credit Union faced the challenge of an outdated digital platform that hindered their ability to provide a personalized, seamless experience for their members. The rigid, legacy systems made it difficult to quickly update content or implement new digital initiatives, ultimately limiting the user experience and slowing down their digital transformation efforts.

They needed to expand their tech stack to include tools capable of helping the company redesign its digital experience.

Strategy

In 2020, VyStar began evaluating new content platforms due to increasing challenges with their website design and management. Their primary marketing website was hardcoded, requiring teams to depend on developers for updates or design changes. This process involved submitting support tickets and waiting for an uncertain period before any updates could be made.

This reliance on developers created workflow bottlenecks, delaying production for VyStar’s digital team. Additionally, the company's expansion led to a fragmented set of content management tools, resulting in content silos.

VyStar aimed to scale operations by reducing dependence on their small development team for marketing initiatives. The company sought to unify its digital properties and content, enabling more employees to contribute to content creation and management. This led them to explore more user-friendly content management tools.

Impact

Eight months after adopting the new platform, VyStar launched its redesigned website and saw a 40%-200% increase in conversion rates due to the modern, cohesive design. To address common issues associated with democratizing content creation, such as quality inconsistencies and miscommunications, VyStar uses the Contentful Workflow app.

This tool ensures that content undergoes a thorough review process before publication. Additionally, VyStar has implemented a preview environment that allows for real-time visibility of draft content in a production-like setting, aiding in quality assurance and accessibility testing. By swapping out code-heavy technologies for a user-friendly composable content platform, the company was able to develop a new reusable design system and streamline its content management processes.

With its first website redesign complete and three new websites built, VyStar plans to continue enhancing its personalization efforts. The credit union has invested in Uniform, a tool from the Contentful Marketplace, and is exploring activity-based personalization to improve member retention. This strategy led to a 300% increase in opened applications within the first month.

As VyStar expands into additional counties in Florida and Georgia, it will also implement geo-localized personalization to attract prospects with exclusive offers and targeted content.

Read the full case study here.