Take Charge America (TCA) is a nonprofit organization providing financial education and services to improve the lives of individuals and families. TCA offers debt help as well as credit, student loan and housing counseling to help people achieve financial stability and independence.
TCA’s website was a wealth of information, but it was difficult to find relevant information and tools through search or categories. In addition, TCA had sites outside of the corporate domain that were created on different platforms, offered different services and had different brand identities.
Through in-depth research into the variety of customers and how they used TCA’s services, we completely rebuilt the information architecture to align with customer needs. The overall user experience was greatly improved by simplifying the user’s path through the site, how to find information, integration of multimedia content and a web experience that’s as intuitive on mobile as it is on desktop.
Playing off of the blue in TCA’s logo, the web design was built on the idea of creating a place for hope and help in what is often an extremely stressful time in people’s lives. Therefore the background imagery and main colors reflect a “blue sky” feeling of optimism. Finally, a long-term goal for the site is to translate key pages into Spanish. Because of this, we used large buttons and icons wherever possible so translation could be centered around body copy and not a redesign of key interaction elements.
Because TCA’s audience is most often a very stressed user, we chose video as the easiest and most friendly way to introduce key concepts about TCA and its services. From the About TCA video on the homepage which speaks to the care and support that TCA employees provide to customers to a straight-forward animation of how student loan debt can be addressed, we created several different types of video for use on the website and in marketing campaigns.
We translated the look and feel of the new website to all of TCA’s brand documents. This included the Annual Report, Gear Up Playbook and other marketing collateral.
TCA tried different marketing channels and campaigns in the past, but their information about the success of these campaigns was spotty to non-existent. Gate6 built a multi-prong approach for their marketing that included paid search, video pre-roll, retargeting, social contests and ads, morning show spots, print collateral and event displays. By carefully watching and recording these efforts with things like Google Analytics, Adwords, unique phone numbers and promotion codes, we were able to quickly determine which efforts produced the most immediate ROI and were worth continued investment.
“We are very appreciative and excited about our work together. We greatly appreciate you, your team and your support.” – David R, CEO, Take Charge America