entries for brands and orgs open now enter

10th Annual Shorty Awards Categories

Entries for the Shorty Awards are open now! Official categories listed below.
The early entry deadline is November 30, 2017

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 9th Annual Shorty Awards

SallieMae.com Redesign

Entered in Finance Apps

About this entry

Two years ago, Sallie Mae underwent a corporate split to focus on its consumer banking business. Since then, we've developed a new brand that focuses on putting the customer first. Since we don't have brick-and-mortar stores, our website is our main storefront. Student lending and paying for college are difficult topics, so we knew our site had to engage customers and prospects and help them easily find useful information as they needed it. This website is our most visible step toward aligning with our mission of helping families make college happen.

Why does this entry deserve to win?

Building the foundation: The project took almost one year to complete and involved researchers, writers, UX professionals, designers, project managers, prototypers, and developers. We began with focus groups to uncover the information consumers wanted, then moved on to UX design to determine the most logical way to present the information,

Content and design: Writers focused on "warming up" the brand, rewriting all copy. We eliminated jargon, speaking directly to our customers, and we added educational content to further help customers make their choices. Designers created a flexible grid to hold all the content while keeping the pages airy and approachable. Looping videos were added to each home page for added visual interest. And difficult concepts (like interest rate types) were explained with powerful design elements. Easily recognizable icons and tile treatments were used to help customers quickly locate the type of loan they were looking for.

The new site is totally different than its predecessor, reflecting the transition from the old company to today's warmer, helpful Sallie Mae. Instead of a focus solely on products, we're humanizing our brand so we stand out as helpful, respectful experts. This initiative is the first step in showing our new personality to the world.

Media

Produced by

Sallie Mae

Link

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, YouNow, Musical.ly, and the rest of the social web.

The 10th Annual Shorty Awards will be held in April 2018 in NYC.