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New Financial Institution Website Enhances Usability

Federal Home Loan Bank of Des Moines sees an increase in users and mobile traffic following site launch.

Streamlined Information Architecture

An intuitive and streamlined website structure simplifies navigation for a better user experience.

Interactive Rate Tool

Custom, responsive rate tables provide users the exact information they are looking for.

Responsive Site Design

An updated website scales appropriately to the device it’s viewed on to enhance usability.

FHLB Des Moines

About Federal Home Loan Bank of Des Moines

Federal Home Loan Bank of Des Moines (FHLBDM) is a member-owned cooperative that provides funding and liquidity services to more than 1,400 financial institution members. One of 11  regional banks that make up the Federal Home Loan Bank System established by Congress in 1932, the FHLBDM district is comprised of 13 states and three U.S. Pacific Territories. FHLBDM is a banking industry partner that provides stable support to fund mortgage lending, economic and community development, and affordable housing in its member communities. 

Client Background

FHLBDM’s prior web presence was composed of multiple websites with inconsistent design, duplicate content, and no real site hierarchy. As a result, FHLBDM.com had become messy, confusing, and hard to navigate. This, coupled with the broad range of Federal Home Loan Bank products, left users frustrated and unable to find what they need. FHLBDM came to Spinutech looking for a solution. The primary goal for this project was to clean up their web experience through a consolidated website that was professionally designed, intuitive to users, and organized in a way that aligned with business and communication goals.

The Spinutech Approach

Given the complexity of FHLBDM’s business, we started with a very thorough design research phase, which included stakeholder and user interviews, card sorting, performance and competitive analyses, and SEO audits. Through this process, we came to understand many of the communication challenges FHLBDM faces in support of their members and, indirectly, their members’ customers.

Armed with research and FHLBDM’s business goals, we created the roadmap for a single cohesive and organized website that would allow them to grow sustainably. The user-friendly and responsive site presents their services, products, and supporting resources in an intuitive manner. 

Spinutech U

Outcome

The new FHLBDM website provides support for highly used services while also introducing long-time members to new ways to partner. The services and corresponding materials are navigable within two to three clicks. With the primary actions and most visited materials front and center, users can easily locate the information they need, which is underscored by a year-over-year 4% decrease in bounce rate. Following the launch of their responsive site, FHLBDM saw a 45% year-over-year increase in mobile traffic and a 35% year-over-year increase from tablets. We continue to grow and optimize their experience today.

FHLB Des Moines
“The service and guidance that Spinutech has shown us from the very beginning has been above and beyond. Not only did our new site launch on schedule and exceed all of our success metrics, but since then we’ve been able to keep it in a state of constant improvement. Our site used to be a pain point for our team, now it serves as the center of all our strategies.”Brett Wulfekuhle, Senior Digital & Analytics Specialist, Federal Home Loan Bank of Des Moines

Cleaned up structure

Cleaned-Up Structure

A restructured website allows FHLBDM to highlight the impact its members have on their communities and makes it easy for users to learn more about FHLBDM services

Custom Rates

Custom Rate Information

Customizable rate tables that fluidly scale for mobile reflect the different rate types offered by FHLBDM and an interactive graph on the home page shows rate trends.

Responsive Website

Increased Usability

A responsive FHLBDM.com looks fresh and operates seamlessly on desktop and mobile, while engaging and flexible templates accommodate the various content and materials they provide.