CLIENT
Lake Trust
Role
User Research
Prototyping
UX Architecture
UI Design
Summary
I led and visualized the redesign of Lake Trust Credit Union’s website & online experience to become a member.
Problem Statement
As part of a re-design of Lake Trust Credit Union's website, Lake Trust wanted to educate their ideal member and help them understand the benefits of a Credit union, while using this as an opportunity to improve current member experience.
Project Goals
Redesign Lake Trust’s website and help define their ideal member
Understand client goals and needs while uncovering pain points with existing user experience
Educate users about key differentiators between a financial institution and Lake Trust
Improve the user experience of new membership sign-up
Help define the Lake Trust brand through collaboration with internal marketing teams
Developing the Solution
Key Focus Areas
What are the challenges with becoming a new member?
What's important for a user to have a great member experience?
What are Credit Union Member's needs both online and off?
How are customer's banking on a mobile device?
Customer Needs
Understanding What's right for me
With a variety of financial institution options, most customers have never banked with a credit union and did not know the benefits of becoming a member.
Helping customers understand why they belong to a credit union was important and made users feel more comfortable with signing up online to become a member of Lake Trust.
I need assistance
Some of the customer’s core frustrations were seen during the membership sign up process. The current user experience was dis-jointed and forced a user to sign up online and then complete the rest of the application process in person. The application abandonment rate was high, which led to loss of new membership and an overall increase in call center volume.
With the design of a new solution, the team and myself made it easy for users to sign up online, complete all application requirements and wait for membership approval. This was one of the first steps for Lake Trust, in becoming a fully self-service website.
evolution of becoming a member
Become a Member
To become a member of Lake Trust, potential members must meet certain eligibility requirements. Users can view requirements or simply sign up via email. The system runs multiple checks to ensure that the user signing up can become a member.
Accept Disclosures
Having disclosures up front and customer facing was needed to meet business requirements. This allowed users to have complete transparency and view important documentation about banking with Lake Trust.
Accept Disclosures
Having disclosures up front and customer facing was needed to meet business requirements. This allowed users to have complete transparency and view important documentation about banking with Lake Trust.
Verify Identity
Allowing a user to verify their identity digitally, without having to physically come into a bank branch was one of the major goals of the Become a Member application. After lots of internal testing we created a way for a user to take a photo of their photo ID and upload it to their online application. This simplified the application process as a whole.
Learnings & Insights
Iterate Quickly and often.
Overall the collaboration between the design and development team was amazing, but we could have made design iterations quicker to gather insights through rapid test results. A lot of time was spent creating high fidelity comps where lo-fi comps would have helped determine early on what designs worked and what designs still needed to be validated.
Testing is hugely important to any project and we learned quickly that any new features added, should be tested, prior to development implementation.