Case Study: LINK improves cash access and user journeys with Cite

Link launches a WCAG 2.0 AA website with Cite for public and policy audiences

The customer, Link, a major payments network, faced the challenge of shifting its public perception from an anonymous operator to a trusted advocate for cash access. Their website needed to simultaneously serve two distinct audiences: the general public seeking ATM locations and professional stakeholders requiring in-depth research. They partnered with the vendor Cite to redesign this critical digital asset to align with a new brand voice and meet these dual needs at scale.

Cite implemented a unified digital experience by conducting workshops to define the brand and user journeys. Their solution included developing a new design system with an accessible UI component library, creating clear content for complex information, and building intuitive navigation and usability features. The redesigned website successfully balanced mobile access for the public with deep-dive content for professionals, changing perception and establishing Link as a proactive champion for financial inclusion, with the client reporting strong positive feedback.

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