Fast content for a crisis

Case Study  |  Central Pacific Bank

The Challenge

Central Pacific Bank is a classic Hawaiian institution focused on building strong connections with the community. As the economy ground to halt during the coronavirus pandemic, an opportunity arose for CPB to help local small businesses secure federal relief loans that could be totally forgiven if spent properly.

The problem? The terms of the loan were confusing, the deadline to begin accepting applications was just days away, and the federal government was changing the rules up to the last minute.

Solutions

Our small team flew into action. I worked closely with a UX strategist to make sense of the changing rules and turn them into requirements for an interactive calculator. I also created a wireframe for the landing page to express the content hierarchy and wrote the copy at virtually the same time.

Building the wireframe helped me prove out the hiearachy and further reduce clutter.

The team collaborated closely—all working remotely—through cycles of design and development iterations, making changes as the Treasury Department continuously issued new guidelines. And just four days later, we went live.

Results

The page empowers small business owners to get the most value out of the program.

Our client was thrilled with the experience and blown away by the timing of our delivery. The landing page was highly polished, inspired action, and elegantly communicated how to get the most benefit out of the program.

While I can’t provide any actual stats, I can say the bank was so inspired by the project that they requested a social campaign to promote the effort.