Ground Floor, 1919 Malvern Road,
Malvern East,
VIC 3145 Australia.
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Unity Bank has gone from strength to strength over the years and in 2023 was ready to take another step forward in its ongoing digital transformation investment with the development of a new modern website.
On the 4th of December 2023, Unity Bank launched the newly minted and aesthetically pleasing website using Ultradata's Ultracs Customer Management System Release 4 (CMS 4) with the investment decision positioning the Unity Bank brand as an industry innovator as they continue to leverage the latest Ultradata technologies and features in customer management.
The 'go-live' date was a key milestone for the financial institution as it further consolidated the Unity Bank and Reliance Bank brands under the one brand of Unity Bank and, as Ultradata's early adopter, provided an opportunity to be first to market with the new Ultracs CMS 4 product.
The Ultracs CMS 4 integration capabilities have enhanced the user experience on the Unity Bank website and also demonstrate a commitment by the financial institution to its members to stay at the forefront of technological advancements in the financial industry.
Maintaining one website instead of two has reduced operational costs supporting Unity Bank's commitment to prudent financial management and has streamlined the online presence providing a unified and consistent member experience.
Furthermore, the digital transformation has strategically aligned with the impending G&C Mutual Bank merger and shows foresight in preparing for future developments. The unified website will deliver the solid foundations needed for integrating systems and processes during the merger and ensure a smoother transition, minimising disruptions for members and stakeholders.
Unity Bank is a Member owned bank that offers a wide range of financial products and services to our Members and their families Australia wide.
Our organisation originally started in 1970 as Waterside Workers’ of Australia Credit Union when a group of dedicated people from the maritime industry got together and decided to form a mutual financial institution for the benefit of all maritime workers and their families.
Since then it has expanded and now includes Members in the mining and power industries, their families and the local communities. Today, thanks to the loyalty and support from our Members, we have grown into a strong and healthy financial institution that has remained Member owned and focused.
"Unity was seeking a CMS allowing us greater control and flexibility in presenting a modern digital 'front door' to our members and prospective members. The timing was perfect as it aligned with a brand refresh showcasing our history in black and white with striking visuals illustrating the 'bank that works for workers'. We wanted the ability to more easily incorporate and manage features such as digital assistance, video and podcasts within our team. With the attraction of a younger membership in particular first-time borrowers a priority, we needed a very user-friendly and striking website. We think we have achieved this."
Shawn Griffiths, Executive Manager Marketing
One main goal of the project was to appeal to a younger target market without alienating the existing member base. The website supported this mission by;
Loyal existing members
In its strategic initiative to update its website platform, Unity Bank was mindful of its loyal membership base who appreciate the familiarity of the preceded website so a focus of the new website was to maintain simplicity and intuitiveness. The new layout sympathetically aligns with a brand refresh that is rooted in the financial institution's history, paying tribute to the workers who laid its foundation, in black and white visuals.
Clear communication and easily seen product and service information were designed to guide members through the changes minimising the potential of frustration of existing members.
As Unity Bank navigates this transformation, preserving the loyalty of its well-acquainted member base remains paramount, blending history, simplicity, transparency, and accessibility as it redefines its digital transformation presence.
Chasing market share
Unity Bank has revamped its website to cater to the tech-savvy 25-34 age group. The new website emphasises the financial institution's value propositions for potential new members and has integrated the latest Google Analytics, providing real-time insights into visitor behaviour, which has helped in improving Unity Bank's campaign precision and has allowed Unity Bank to leverage referral information to grow its member base through meticulous data analysis.
The website has undergone a user-centric makeover, ensuring a frustration-free experience with engaging visuals and interactive elements to increase member satisfaction rates.
Unity Bank has also integrated social media campaigns, particularly for first-time home-buyers, to direct traffic seamlessly to relevant pages. This demonstrates their commitment to an omni-channel approach and aligning the website's value propositions and site map with the diverse preferences of their evolving member base and supports Unity Bank's tech-forward strategy.
Unity Bank's new website speaks volumes about the abilities of the Ultradata Consulting and Digital Services teams. The process, research, planning and execution conducted in collaboration with Unity Bank project team members was structured, systematic and pragmatic.
Underpinned by Ultradata's 'Discovery Phase' onboarding and documentation, the Discovery Phase framework collated copious amounts of company and research data and anecdotal information that allowed for best practice decision-making, information segmentation and its appropriate homing-making discussions at gated stages in the project clear, efficient and effective.
To align with the content strategy based on the Discovery Phase framework, the website's site map and page structures were carefully designed. This included incorporating active campaigns to ensure a smooth transition to the new website upon its launch.
The structure of the home page was also important, particularly concerning the flexibility of banner dimensions and design. Ultradata provided a library of design options for comparison, which allowed the project team to select key elements from each example and develop a solution that best suited Unity Bank's approach and strategic objectives.
Every element was thoroughly reviewed, and any requests made by Unity Bank were accommodated within the available parameters, making the collaborative efforts highly effective.
“Julian Cougan and the Ultradata project team were exceptional in managing the website's build and implementation process, from start to finish. It was a monumental task, involving brand re-fresh requirements along with the creation of a fully functional website from scratch. Despite these challenges, the entire project team handled the project remarkably well, from presenting us with options to accommodating our multiple design change requests. Ultradata's expertise in technical requirements and design aesthetics proved to be invaluable. Julian's unwavering patience and hard work were also instrumental in achieving the final result that Unity Bank is incredibly pleased with.”
Shawn Griffiths, Executive Manager Marketing
Unity Bank's commitment to innovation in the financial sector is reflected in its strategic digital transformation, showcased through its modern website built on Ultradata's Ultracs CMS 4. By striking a balance between the needs of its loyal members and attracting a younger demographic, Unity Bank has not only maintained its legacy but also positioned itself as a forward-thinking leader in the industry.
The collaboration between Unity Bank and Ultradata was marked by meticulous planning from both sides and cutting-edge technology integration has set the stage for seamless transitions in the G&C Mutual Bank merger and beyond.
With a refreshed brand and a tech-forward platform, Unity Bank is now well-poised for success in the evolving landscape of modern banking, offering a harmonious blend of tradition and innovation.