The previous digital experience was complex, inconsistent and had hidden options, which prevented users from finding what they needed, specially on their mobile devices. By redesigning the entire digital experience focus on a mobile-first design, users are able to easily find answers on their mobile devices as well as desktop. This has resulted in reduced call volumes alleviating the frustrated users and overwhelmed staff.
Roles & Responsibilities
MY PRIMARY ROLE
UX Designer and UI Designer, creating Information Architecture, Visual Design and Prototypes.
Developers, Project Manager, Business Analyst, Online Services, Customer Success Team, Loans Department, MSRs and Marketing.
Operations, Sales, Development, Marketing and Executive Teams.
Integration partners (OLB hosting), Accessibility partners
The problem & solution
An outdated digital experience focused on desktop design, consisting of poor information architecture and inconsistent UI.
By redesigning the entire digital experience, reconstructing the AI and content strategy, users are now able to easily find answers on their mobile devices as well as desktop. This has resulted in reduced call volumes alleviating the frustrated users and exhausted staff.
quantitative & qualitative research
Quantitative research Insights
We conducted survey and analyzed data collected over a 2-year time span and created statistical user personas based on those insights.
quaLITATIVE research Insights
To get better insights of our current member’s user experience we conducted user interviews. Below are some of the highlights:
When surveyed an overwhelming majority of users (90%) say they had difficulty finding what they’re looking for.
Purpose of Visit
Most of the visitors, Visit lafcu’s website to log into their account. Of those who do not, their main purpose is it to get contact information.
A large amount of members were unhappy about the long wait times when calling, resulted in abandoned calls and unsatisfied members.
Key Design Changes
Based on the insights from our research, the following are some of the highlighted areas of focus. The scope of this product is very large and not all UX considerations and designs are represented.
Accessible and Inclusive
Accessible and inclusive mobile-first design with advanced search feature helping users find information immediately.
Empowering the user
Reducing cognitive load by display options clearly making it easy for users to make decisions.
Reduce wait times
Reduce long wait times and decrease call volume by giving users instant answers to commonly asked questions.
The goal was to distill complex information architecture into a simple user-friendly solution. The challenge was to consolidate over 100 pages of information into less volume and more concise and mobile friendly content. Starting first with content strategy and establishing four major categories; Account, Loans, Services and About the Credit Union. Secondary objective was to allow users to execute following actions from any page; log-in to their digital banking, search , locate branches/ATMs, make an appointment and being able to contact us.
Design & Iteration
To ensure user has a consistent end-to-end experience and for our team to visualize the product in it’s entire entity, we mapped out the user journeys in Avion. This helped us create and manage user-centric user stories and backlog.
USER INTERFACE – MOBILE HEADERS
USER INTERFACE – MOBILE MENU