The client 

Notts and Lincs Credit Union has been an ethical provider of financial services for over 25 years, with 10,700 members and 3 branches across Nottinghamshire and Lincolnshire. 

Authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and Prudential Regulation Authority, they offer a range of financial products and services to their members from all sectors, including both traditional banking customers and those who have previously been without access to banking services. Their members also have a say in how they operate and receive a share of any profits made.

Their services range from loan services such as personal loans and debt consolidation loans, to savings accounts for goal savings, regular savings and junior savings, as well as financial wellbeing support, including money management advice, gambling and cost of living support.

The objective

We were tasked with building a website that would elevate the visual identity of NLCU, communicate their true value, and deliver a user-centric experience – all of which would build the foundations for future growth.

The challenge 

Differentiation in a crowded marketplace is a difficult task; we needed a clear narrative that hooked people into the application journey, providing a seamless digital experience that maintained attention.

To meet user expectations and to build a user-centric design, we needed to understand not just who these people are, but what they needed from a credit union.

NLCU’s previous website was slightly dated with limited flexibility over page layouts and significant performance issues, failing Core Web Vitals and having an overall speed score of around 50%. 

What we did  

Web development

We built a fully editable and responsive website using bespoke drag and drop blocks allowing unique page layouts to be created, providing far more freedom over their previous website.

Working with VivaIT, we integrated and styled custom built widgets such as a  loan calculator, overall contributing to a high performing website.

User experience

In order to create a user-centric experience, we conducted collaborative research and discovery with the client to understand who their users are and their needs.

The process involved mission creation, a full taxonomy redesign and a redesign of the full web experience with a particular focus on the loan application journey. Due to the nature of the service, this had multiple different legal checks, loan types and credibility checks that needed to be simple and effortless for the user.

User interface

We developed a user interface that reflected user needs and redefined the brand guidelines to adhere to web accessibility standards whilst creating a clean, contemporary look and feel.

We achieved this by:

  • Implementing a UI kit catered to delivering complex financial information in a clear and concise manner.
  • Refining the loan application process with cohesive styling across all application forms, improving user comprehension and clarity.
  • Establishing a new creative direction for the photography style that set a more relatable tone, reframing complex financial solutions to be more approachable.


Our collaborative work resulted in a high performing website for NLCU that reaches page speed scores of 90% on mobile and 100% on desktop, and passes Core Web Vitals, while simultaneously focusing on the needs of its users, from relatability to the loan application process.

“Working with Hallam has enabled us to expand our reach to new users and retain customer loyalty beyond what we thought possible. The website rebuild instantly improved performance whilst also laying the foundation for continuous future development. The Hallam team has been brilliant to work with, educating us on best practices along the way to ensure so we can continue to improve performance.”

Jason Griffith, CEO at Notts and Lincs Credit Union