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Clarity in Complexity

National Credit Union Administration

Can an exercise in getting organized change the experience for your audience?

With more than 10,000 pages of content, NCUA.gov had become challenging to navigate and manage for the National Credit Union Administration (NCUA). The agency looked to Fathom for help and, together we took a careful eye to how the organization of its current content would affect the online experience of visitors. While addressing the urgent website needs, Fathom and NCUA also saw the opportunity to reexamine and clarify the agency's value to its diverse audiences.

In our initial exploratory discussions, NCUA shared their day-to-day endeavors and we listened for cues to what matters and resonates with their audiences. NCUA is the federal government agency that regulates and insures credit unions, safeguarding more than 92 million account holders. Yet, as we learned more about NCUA, we found that they are much more than a regulator. The agency is a resource for credit unions and consumers alike, as well as an advocate of financial literacy. This clarity became essential to the task of restructuring the online content and, ultimately, fine tuning NCUA's online communications.

With a clear understanding of NCUA's mission, Fathom approached the next phase of work with the persistent nose of an investigative reporter and the painstaking eye of a scientific researcher. We began by sifting through hundreds of pages of content, pored over site analytics, and conducted interviews with NCUA staff and website power users to develop a new information architecture. The work resulted in intelligent navigation that is mindful of how and when to use content and context to improve each visitor's experience. Some examples include separating information by audiences, highlighting the most popular content and using situational interests to quickly and easily guide visitors to their destination.

By having clear paths to information for each target audience, NCUA encourages visitors to return frequently. More importantly, the new clarity helps audiences understand and appreciate the work that NCUA does. Meeting the immediate challenge, an organizational one, was critical to NCUA's ability to serve their diverse audiences. The new site also allows NCUA to raise its visibility as a trusted resource for financial knowledge.

Following the NCUA.gov project, Fathom also developed a consumer-facing website, MyCreditUnion.gov, and Pocket Cents, a financial education microsite for youth. The agency's new Office of Consumer Protection seeks to engage with members of the public at all stages of life, from opening their first savings account to preparing for college and saving for retirement. This rich, informational site provides dozens of useful financial planning and educational tools to consumers across the country and helps clarify all the ways that credit unions can serve members.

When it comes to nurturing the experience of its credit unions and their 92 million members, NCUA does not take this work lightly. Previously, the agency grappled with a high volume of content that was primarily valuable to those who were persistent enough to find it. Now, through an online environment that enhances ease-of-use, NCUA can focus on expanding the dimensions of its resource capabilities and increasing opportunities to provide financial guidance.