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Center for Financial Services Innovation

Website Redesign


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.


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.


We explored three main user groups and their goals:

During this process, we identified several goals for improvement:

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.
The redesign includes a great content-editing experience. Our customized, WordPress-based layout platform enables CFSI content editors to build pages, publish research, and capture emails in a variety of page layouts. They can work with the layout tool—no coding experience required—and publish pages that automatically conform to the branded style guide.

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 find and engage with topics that matter to them most.

Laura Barger

Chief Marketing Officer, CFSI


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.


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.


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:

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.



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$10K – $500K


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