Member Owned and Member Served

Oneupweb’s responsibility was to create a website that provided account access for members and provided them up-to-date information regarding power outages. By redesigning the navigation and organizational hierarchy we were able facilitate action-oriented conversion paths and optimize site content.

The move away from a desktop-only platform to a mobile-friendly format resulted in an immediate improvement. Because of Oneupweb’s efforts, Cherryland’s engagement and site traffic increased significantly and provided an overall better user experience for the people who matter the most, their members.

Visit Cherryland Electric

Cherryland Electric Cooperative

Cherryland is a community cooperative, serving customers in six counties—Leelanau, Grand Traverse, Benzie, Kalkaska, Wexford and Manistee—and has 33,000 members.

Quick Facts

Our Key Goals

  • Create a site that is usable by all ages and backgrounds
  • Make outage alerts highly visible, and easily activated
  • Create an interactive bill page that explains each part of a bill statement

Quick Facts

  • Cherryland’s new site needed to integrate an existing log-in system in a way that wouldn’t disturb user’s usual login patterns.
  • During an outage, site traffic can increase as much as 592%.

Designed for our rural community


Our strategy team based the most important decisions on data and customer insights, leading with a market intelligence analysis in order to better understand the target market and user behavior. Through that research, we were able to narrow down technical information by relevance and importance to the customer. Our design and development teams then created a site that funneled visitors to the information that was most useful and relevant to them. Because Cherryland’s audience is active on Facebook, we integrated Facebook functionality throughout the site to help bridge the social space with the electric cooperative’s website. We knew that fresh, relevant content and a dynamic, industry-specific blog would not only be useful for Cherryland’s target audience, but would help Cherryland establish thought leadership and improve its communication and community presence.


Cherryland’s initial architecture, hierarchy and content were hard to navigate, and information wasn’t readily available to members. Looking to better serve their members with important outage information, easy pay-your-bill options and community events and initiatives, Oneupweb helped Cherryland refine its website copy and content strategies, and redesign the site so it was useful to all members.

Oneupweb also knows how important it is for Cherryland’s members to be able to access important information from any device, making the responsive design was a key feature. We worked to ensure Cherryland’s site appeared flawlessly on all Internet-enabled devices, with navigation and organization tailored to reflect the research behavior and expectations of the members.


The overall hierarchy of the site was designed to carefully lead each distinct audience through interior pages while making access to important outage information, how-to-pay bill options and community and member programs easily available.