RedCanoeCU.com UX Review by BloomCU
- 1. redcanoecu.com User Experience Review The Good, the Okay, and the Ugly Get more members and borrowers
- 2. “The day you start talking to your audience and it’s about them, that’s the day that business really happens.” SCOTT STRATTEN User Experience Review
- 3. Explanation of Tags User Experience Review Green text and arrows indicate something is “good.” :-) Blue text and arrows indicate something is “okay.” :-| Magenta text and arrows indicate something is “ugly.” :-( Good Okay Ugly Black text and arrows indicate narrative.Narrative
- 4. What’s on the menu? 1. ASHLEY IS INTERESTED IN MEMBERSHIP 2. JOHN, A MEMBER, NEEDS AN AUTO LOAN User Experience Review
- 5. 1. Ashley is interested in membership Ashley is a 30-year-old mother with two kids. She’s married and makes most of the financial decisions. Ashley heard about your CU from a friend and she’s interested in becoming a member even though she’s been adequately happy banking with Wells Fargo. User Experience Review
- 7. Ashley: Let’s see if I want to become a member of this CU.
- 8. Ashley: Let’s see if I want to become a member of this CU. I want to know why I should join Red Canoe. Why Red Canoe instead of Wells Fargo or another credit union?
- 9. I like the brand better than other financial institutions’.
- 10. And I’m a big fan of mobile deposit. Good to know they have that. I like the brand better than other financial institutions’.
- 11. And I’m a big fan of mobile deposit. Good to know they have that. Really?! I don’t use ATMs much, but these guys must be a pretty big deal to be linked to that many ATMs. I like the brand better than other financial institutions’.
- 12. But, the site is a bit out-of-date, which makes me feel like Red Canoe must be behind-the-times.
- 13. But, the site is a bit out-of-date, which makes me feel like Red Canoe must be behind-the-times. Editor’s note: Let me point out a few things that make the website say, “I’m out-of-date and not very engaging.”
- 14. The site is more narrow than most modern sites, which gives away the website’s age.
- 15. Modern sites often use valuable homepage real estate to display big visuals because people more readily connect with imagery than text. The site is more narrow than most modern sites, which gives away the website’s age.
- 16. The navigation looks old school.Modern sites often use valuable homepage real estate to display big visuals because people more readily connect with imagery than text. The site is more narrow than most modern sites, which gives away the website’s age.
- 17. The navigation looks old school.Modern sites often use valuable homepage real estate to display big visuals because people more readily connect with imagery than text. The site is more narrow than most modern sites, which gives away the website’s age. Let’s get back to Ashley’s journey.
- 18. Ashley: To learn more about why I should join Red Canoe, it looks like I should check out these links.
- 19. Let’s look at “About Us” first.
- 21. You’re right, I am curious. And, you guys sound pretty friendly.
- 22. You’re right, I am curious. And, you guys sound pretty friendly. Thanks for making it easy to find information.
- 23. You’re right, I am curious. And, you guys sound pretty friendly. Thanks for making it easy to find information. I like the sound of being an owner and this tells me why Red Canoe is different than Wells Fargo.
- 24. You’re right, I am curious. And, you guys sound pretty friendly. Thanks for making it easy to find information. I like the sound of being an owner and this tells me why Red Canoe is different than Wells Fargo. This kind of looks like an ad I see on news websites.
- 25. You’re right, I am curious. And, you guys sound pretty friendly. Thanks for making it easy to find information. I like the sound of being an owner and this tells me why Red Canoe is different than Wells Fargo. Scroll. This kind of looks like an ad I see on news websites.
- 27. I like the sound of that!
- 28. I like the sound of that! And that.
- 29. I like the sound of that! And that.I’m so glad you understand!
- 30. I like the sound of that! And that.I’m so glad you understand! You guys are funny. I like seeing some personality from a financial institution.
- 31. I like the sound of that! And that.I’m so glad you understand! You guys are funny. I like seeing some personality from a financial institution. What do you mean by “open?”
- 32. I like the sound of that! And that.I’m so glad you understand! You guys are funny. I like seeing some personality from a financial institution. What do you mean by “open?” I don’t know if I’m quite ready to open an account.
- 33. I like the sound of that! And that.I’m so glad you understand! You guys are funny. I like seeing some personality from a financial institution. What do you mean by “open?” I don’t know if I’m quite ready to open an account. Let’s scroll back to the top and learn some more.
- 37. I like the history! It helps me understand what Red Canoe is all about.
- 38. I like the history! It helps me understand what Red Canoe is all about. How about “Whats a CU?”
- 39. I like the history! It helps me understand what Red Canoe is all about. How about “Whats a CU?” Oops. There’s a typo. Should be “What’s.”
- 41. Once again, I like that you show some personality.
- 42. Once again, I like that you show some personality. This sounds interesting, but why should that really matter to me? How do I benefit?
- 43. Once again, I like that you show some personality. This sounds interesting, but why should that really matter to me? How do I benefit? Plus, do you guys have any evidence to back up your claims (testimonials, examples, stats, stories)? If not, it just sounds like an opinion.
- 44. Once again, I like that you show some personality. This sounds interesting, but why should that really matter to me? How do I benefit? Plus, do you guys have any evidence to back up your claims (testimonials, examples, stats, stories)? If not, it just sounds like an opinion. I’m glad you believe in what you’re doing.
- 45. Once again, I like that you show some personality. This sounds interesting, but why should that really matter to me? How do I benefit? Plus, do you guys have any evidence to back up your claims (testimonials, examples, stats, stories)? If not, it just sounds like an opinion. I’m glad you believe in what you’re doing. Let’s a have look at opening an account.
- 47. Woah. Clicking that button took me to the middle of some page. Weird.
- 48. Let’s scroll to the top to figure out where I am. Woah. Clicking that button took me to the middle of some page. Weird.
- 50. Ok. Much better.
- 51. Ok. Much better. Got it. Now I know where I am and what they want me to do.
- 52. Got it. Now I know where I am and what they want me to do. Uhhh. I have no idea which to choose. Ok. Much better.
- 53. I tried scrolling down the page and there’s a weird scrolling thing going on: there’s a scroll within the scrolling page.
- 54. I tried scrolling down the page and there’s a weird scrolling thing going on: there’s a scroll within the scrolling page. Anyway, I guess I need to learn about the different types of checking and savings accounts before I continue with the application.
- 55. I tried scrolling down the page and there’s a weird scrolling thing going on: there’s a scroll within the scrolling page. Anyway, I guess I need to learn about the different types of checking and savings accounts before I continue with the application. Editor’s note: You were so close to getting Ashley to give her contact info, but now she’s leaving the lead capture process :-(
- 57. Ashley: Typo. “Our checking accounts don’t have . . . no minimum balance requirements.”
- 58. Ashley: Typo. “Our checking accounts don’t have . . . no minimum balance requirements.” Scroll.
- 60. Ashley likey.
- 61. Ashley likey. How does Simply Smart compare to Classic Checking?
- 63. Hmmm. Why would anyone choose Classic Checking over Simply Smart Checking?
- 64. Hmmm. Why would anyone choose Classic Checking over Simply Smart Checking? Editor’s note: This is a good call to action, because it takes the user journey into consideration: most people are not going to instantly say, “Sign me up!’ Most people want to learn about your CU before opening an account.
- 65. Hmmm. Why would anyone choose Classic Checking over Simply Smart Checking? Editor’s note: This is a good call to action, because it takes the user journey into consideration: most people are not going to instantly say, “Sign me up!’ Most people want to learn about your CU before opening an account. However, the positioning of the call to action isn’t ideal because it’s placed in the left sidebar next to things that look like ads and most people try to ignore ads. Therefore, I wouldn’t be surprised if this invitation gets overlooked most of the time.
- 66. Hmmm. Why would anyone choose Classic Checking over Simply Smart Checking? Editor’s note: This is a good call to action, because it takes the user journey into consideration: most people are not going to instantly say, “Sign me up!’ Most people want to learn about your CU before opening an account. However, the positioning of the call to action isn’t ideal because it’s placed in the left sidebar next to things that look like ads and most people try to ignore ads. Therefore, I wouldn’t be surprised if this invitation gets overlooked most of the time. Ashley: Let’s go back to Simply Smart Checking.
- 68. Let’s try this again now that I’ve looked at account types.
- 70. Confusing form. I put my full name in the top field before I realized you want me to put my names in separate fields.
- 71. Ah man, you need my Drivers License Number? Ok, where’s my license? Confusing form. I put my full name in the top field before I realized you want me to put my names in separate fields.
- 72. Ah man, you need my Drivers License Number? Ok, where’s my license? Confusing form. I put my full name in the top field before I realized you want me to put my names in separate fields. Scroll.
- 74. Scroll.
- 76. Wow, you guys ask for a lot of information just to get started.
- 77. Wow, you guys ask for a lot of information just to get started. Editor’s note: There is a time and place to ask for every detail you need. However, studies show that lengthy forms can decrease conversion rates. At this point, you don’t even know Ashley exists or that she’s interested in Red Canoe. Your first goal is to capture her contact info. Therefore, make it really easy: just ask for her name, email, and phone number. Then, you can ask her for more information later, but don’t risk scaring her off with a long form.
- 78. Wow, you guys ask for a lot of information just to get started. Editor’s note: There is a time and place to ask for every detail you need. However, studies show that lengthy forms can decrease conversion rates. At this point, you don’t even know Ashley exists or that she’s interested in Red Canoe. Your first goal is to capture her contact info. Therefore, make it really easy: just ask for her name, email, and phone number. Then, you can ask her for more information later, but don’t risk scaring her off with a long form. Ashley: Alright, I filled it all out. Let’s submit it.
- 80. Ugh, but I don’t have a middle name.
- 81. Ugh, but I don’t have a middle name. Editor’s note: That might sound silly, but some people really don’t have middle names: I’ve known a few.
- 82. Ugh, but I don’t have a middle name. Editor’s note: That might sound silly, but some people really don’t have middle names: I’ve known a few. Ashley: I guess I’ll make up a middle name for myself. Now, let’s submit again.
- 84. Ugh, I wish the form told me what is required and what isn’t.
- 85. Ugh, I wish the form told me what is required and what isn’t. Ok, I filled it out. Let’s try submitting again.
- 87. This is icky. Once again, I feel like Red Canoe is kind of a laggard, especially when it comes to technology.
- 88. This is icky. Once again, I feel like Red Canoe is kind of a laggard, especially when it comes to technology. Well, now I’ll just wait to hear from them.
- 89. This is icky. Once again, I feel like Red Canoe is kind of a laggard, especially when it comes to technology. Well, now I’ll just wait to hear from them. Editor’s note: This would have been a great opportunity to explain in more detail what Ashley should expect next and reinforce that she’s made a good decision by telling her all the benefits she’s going to enjoy.
- 90. RECAP - Ashley wants to become a member The Good The OK The Ugly • Website has lots of good information about Red Canoe and it’s pretty easy to find. Fantastic! • You guys show your personality. People like that. • The left sidebar has some useful things, but it also contains ad-looking things, which instantly tells my brain to mostly ignore the left sidebar. • Connect features and advantages to benefits: benefits are the end results that people are really looking for (think of the needs pointed out by Abraham Maslow). • Back up benefit claims with evidence (testimonials, examples, stats, stories). • The “Open Account” process is clunky and too cumbersome. Make it easy.
- 91. 2. John needs an auto loan John, a member of your CU, is 37 years old and has an established career. At this point in his life, he has money to spend and he wants to buy a new car. He’s here to learn about getting an auto loan from your CU. User Experience Review
- 92. Let’s Talk about John’s Journey Next Week