CREDIT UNION MATCH
Role: UX Designer - Visual + Researcher
Time Frame: 2 weeks
Tools: Sketch, Pen & Paper, Marker & Wall, Google Forms, InVision
The Client: Credit Union Match - is a Kickstarter project that strives to match consumers to the right Credit Union.
The Problem: An on-boarding process that caused confusion for users that were not familiar with a credit unions' unique eligibility requirements. Missing login authentication so Credit Union Match in unable to identify and capture user base, data, and needs.
The Plan: Create a new seamless on-boarding process that looks more legitimate and add a login authentication portion which will allow Credit Union Match to gather necessary user information and needs.
The Solution: A new redesigned on-boarding process that creates a seamless product discovery experience for users; new and existing. Humanized the website by adding a hero image with team pictures and incorporated a Google Login to create a sense of security for users before providing personal information.
RESEARCH - Market and User Research
So, what is a Credit Union? A Credit Union is a Non-Profit financial institute that is cooperatively owned by it's members.
But, there's a catch - members have to be eligible to join a credit union. The unique eligibility requirements are so vast that most of the time's users have no idea that they are eligible to join.
USER RESEARCH RESULTS - Multiple surveys were sent out using Google Forms. We received 69 responses from users all over the world. The questions that were asked we open ended to understand what user's were looking for and understand user behaviors.
Survey Results - Only 15 out of 69 users knew what a Credit Union was and how to open an account with one. All surveyors used a third party app to monitor their finances. Such as, Mint or Nerd Wallet.
Below is a graph that shows that 42% of surveyors who recently opened an account did their financial research online. While others used a trusted source like their personal bank or friends/family.
USABILITY TESTING - I asked users to navigate through the Credit Union Match website, complete tasks that I asked, and tell me what they thought about the website. While they were completing the tasks, it allowed me some time to observe what they were doing and really see which areas they were stuck on and struggling with.
The Results:
The current on-boarding confused the users and raised concerns about the personal questions being asked.
The red, white, and blue colors reminded users of a flag and seemed political.
Users didn't realize that when a box appeared with their school/employer name was un-clickable. They were a bit confused because it wasn't indicated anywhere that they were supposed to scroll down.
One of the user quotes that stuck out to me the most was
"This website just doesn't look legit"
All in all, Credit Union Match had already discovered their MVP (Minimum Viable Product), but there was room to improve.
Who were our users?
User Flow -
Progress Bar: This was a critical component to the website as users liked to see their progress measured in a visual way.
Competitive Analysis
Wireframing - Testing - Prototyping
Before adding the final touches, we created wireframes, tested the lo-fidelity prototype and iterated based on user feedback.
Landing Page - lacked any colors or images. The existing landing page lacked any imagery or information about Credit Union Match. I set out to create something more humanizing and to create the feeling of empathy and trust for the users. There were two options of the landing page and both were tested.
I added a hero image of an individual that was still in school between the age of 25-35 (this was the age group that the CEO was trying to reach) and added a call to action button above the fold. I also added images of the team, including the CEO and team mascot to add a humanizing effect.
Login - Social media login was not popular when we were user testing. Users just didn't feel comfortable that linking their finances could possibly be shared on social media. I incorporated Google Login Authentication to give the users a sense of security and credibility.
The Face Lift - One of the issues were the colors being used. Based on the age group that our CEO wanted to target. We tested the millennials. We wanted to give the website a more youthful look that created trust and was refreshing to look at. This is what I came up with.
The Final Product:
The prototype: https://invis.io/42AGW8B9J
