Center for Financial Services Innovation

Solutions for consumer finances

‹ All Work


The Center for Financial Services Innovation (CFSI) is the authority on consumer financial health, leading a network of committed financial service innovators to build better consumer products and practices.

CFSI needed a way to present its new initiatives with a fresh design. The challenge was to allow many departments within the organization to update and interface with the website, while also staying true to the CFSI brand and experience.

We implemented our WordPress-based layout platform, which enables anyone in the organization to build pages, publish research, and capture emails in a variety of page layouts. Employees of CFSI can work with the layout tool—no HTML or CSS expertise required—and publish pages following CFSI’s style guide. Content doesn’t look “template-y” or cookie-cutter. It reflects a brand meant for today.

Data-driven design

CFSI came to ATTCK looking to refresh its website design while also remaining true to its brand. Our approach was to interview our clients, then study the analytics data from CFSI’s previous website and create journey maps and wireframes. We wanted to ensure a seamless user experience.

UX & graphic design

We explored three main user groups and their goals:

  • Researchers looking for papers
  • Finance leaders interested in joining the network
  • Organizations looking for consultation

During this process, we identified several goals for improvement:

  • Make it easy for users to find and download papers
  • Reduce confusion regarding levels of membership
  • Give more prominence to CFSI’s consulting services

Once the user flow was established, our designers applied a robust design with custom icon illustrations, creating a unique web experience on mobile, tablet, and desktop.

ATTCK not only helped us improve the design of our website, but they’ve made our research more accessible, which was important to us. CFSI has a large library of publications tailored toward policy-makers, banks, credit unions, financial service providers, nonprofits, financial tech companies, media—and more. ATTCK implemented a new site architecture and cross-linking structure that makes it much easier for users to find and engage with topics that matter to them most.

Laura Barger
Chief Marketing Officer, CFSI

& scalability

Web traffic was a major consideration. With its new infrastructure, can now handle overall spikes in traffic, with the ability to focus on specific research pages in an automated manner. Servers react to high traffic and immediately scale to an appropriate size. When traffic returns to normal, the servers scale down automatically.

This configuration allows the environments to handle traffic without manual developer oversight or wasted server resources running longer than needed, thus reducing CFSI’s web infrastructure costs.

Infrastructure & security

With the new launch, we migrated CFSI to an Amazon Web Services (AWS) back end to enable continuous integration and improve security. With the new infrastructure, deployments are faster between staging and production environments. We included automated periodic database backups and strengthened server integrity.

Analytics & marketing

Measuring how visitors use the website and reporting that data back in a useful way was key. We integrated Google Analytics beyond default page-view reporting to capture data on research items, entry and exit pages, and specific inter-page events. This included custom reports showing the performance of specific predefined conversion goals.

This knowledge provides insight into strategies for future research initiatives, delivery methods, and content marketing.


The UX provided by the redesigned site supports the client’s goals:

  • Making it easier for users to navigate the site and find the information they need
  • Providing users with the ability to measure and track how visitors use the website
  • Providing a method to capture emails and enhance the website as a marketing tool; research papers are a valuable resource for users, creating an opportunity to gain valuable insight on popular content and newsletter subscriptions

In addition, this new platform drastically improves CFSI’s ability to create and manage pages, text, images, documents, events, and private user content. Given CFSI’s broad reach and the long-lasting difficulties of their previous website, this newfound agility will allow them to quickly deliver customized content and timely marketing messages to their user base.

Gary Gertz
Oka Tai-Lee
Karen Chow Masahiro Naruse