Snakeriverfcu.com UX Review by BloomCU
- 1. snakeriverfcu.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. What’s on the menu? 1. ASHLEY IS INTERESTED IN MEMBERSHIP 2. JOHN, A MEMBER, NEEDS AN AUTO LOAN User Experience Review
- 4. 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
- 6. Ashley: Let’s see if I want to become a member of this CU.
- 7. I want to know why I should become a member. Ashley: Let’s see if I want to become a member of this CU.
- 8. I like this picture. It makes me feel good. I can imagine what it’d be like to to be there in that beautiful field, soaking up the warm sun, and laughing at the cute kids.
- 9. Overall, the site feels dated.
- 10. Overall, the site feels dated. It lacks the engaging, clean feeling I expect from a forward- thinking organization.
- 11. Overall, the site feels dated. It lacks the engaging, clean feeling I expect from a forward- thinking organization. Editor’s note: Let me point out a few things that make the website say, “I’m out-of-date and not very engaging.”
- 12. The homepage is mostly text :( People love and connect with imagery.
- 13. These seem to just be floating is space with no particular purpose or structure.
- 14. The site is more narrow than most modern sites, which gives away the website’s age. Often, modern sites make use of valuable homepage real estate by using big visuals because imagery is naturally engaging.
- 15. Let’s get back to Ashley’s journey.
- 16. Ashely: Interesting. Do I get life insurance just from being member? Let’s find out.
- 18. Uh, weird. Should I not trust the site you’re sending me to?
- 20. Hmmm. Looks like you sent me to the homepage of a completely different website. I just wanted to find out about benefits of being a member of the CU. I’m going back.
- 22. Perfect. This must have been put here just for me.
- 24. Looks like I qualify for membership.
- 25. Looks like I qualify for membership. But I don’t see any reasons why I should become a member.
- 26. Looks like I qualify for membership. But I don’t see any reasons why I should become a member. Nor do I see any information about how to become a member.
- 27. Looks like I qualify for membership. But I don’t see any reasons why I should become a member. Nor do I see any information about how to become a member. I’ll take a last look at the homepage to see if I can find some helpful info.
- 29. Nope. Not seeing any place to find more info about membership and I’m not going to dig for reasons to become a member. Why would I dig for information?
- 30. Nope. Not seeing any place to find more info about membership and I’m not going to dig for reasons to become a member. Why would I dig for information? Well, I’m off to lunch.
- 31. RECAP - Ashley wants to become a member The Good The OK The Ugly • Easy to find the membership page • The homepage image is visually and emotionally appealing (though it should be bigger) • Though the homepage has an appealing image, most of the page—including the image—is covered in text • Ashley couldn’t find any reasons why she should become a member • Overall, the site is outdated and not engaging
- 32. 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
- 34. John: Let’s see if I want to get an auto loan from my credit union.
- 35. I’ll definitely want to check out loan rates.
- 36. I’ll definitely want to check out loan rates. Looks like here I can see rates, calculate payments, and learn about applying. Let’s go there.
- 38. Oh, it just took me to the rates page.
- 39. I have a good credit score, so it looks like I can get a pretty good rate.
- 40. I have a good credit score, so it looks like I can get a pretty good rate. This is a bit hidden, but I would like to calculate my payment.
- 42. I know the car I want to buy and how much it costs. I know how much I can afford to pay monthly. This calculator, I guess?
- 44. I’ll try to fill these in the best I can.
- 46. What was the interest rate I can get?
- 47. What was the interest rate I can get? I think it was 2.99%. I guess I’ll roll with that.
- 48. Click.
- 49. $270 per month. I can probably swing that.
- 50. $270 per month. I can probably swing that. But, I’d really like to get my monthly payment down to $220 per month; that would better fit my budget. I wish I could just plug in the monthly payment and loan amount I want and the calculator would give me potential interest rates and terms.
- 51. $270 per month. I can probably swing that. But, I’d really like to get my monthly payment down to $220 per month; that would better fit my budget. I wish I could just plug in the monthly payment and loan amount I want and the calculator would give me potential interest rates and terms. What now?
- 52. $270 per month. I can probably swing that. But, I’d really like to get my monthly payment down to $220 per month; that would better fit my budget. I wish I could just plug in the monthly payment and loan amount I want and the calculator would give me potential interest rates and terms. What now? Editor’s note: A user should never think, “What now?” The website should lead users along with calls to action, just like was done on the auto loan page.
- 53. I guess I’ll just go back to the previous page.
- 55. I’d like to know more about getting an auto loan from the CU, but there doesn’t seem to be anywhere to find more info.
- 56. I guess I will check out the application. I’d like to know more about getting an auto loan from the CU, but there doesn’t seem to be anywhere to find more info.
- 59. Wow. This is a terrifyingly long application.
- 60. Scroll down Wow. This is a terrifyingly long application.
- 63. Scroll down
- 69. I’m definitely not ready to complete this very long application.
- 70. I’m definitely not ready to complete this very long application. Well, I’m off to lunch.
- 71. I’m definitely not ready to complete this very long application. Well, I’m off to lunch. Editor’s Note: The greatest failure of this whole loan process is that there are zero opportunities for John to submit his name and contact info online saying he’s interested in getting an auto loan outside of completing the very long application. I can’t overemphasize the importance of lead capture if growth is truly one of the CU’s goals.
- 72. RECAP - John needs an auto Loan The Good The OK The Ugly • Finding auto loan rates was easy • Offering a calculator is useful • Loan calculator was useful, but not as much as it could have been; people often know the monthly payment they can afford and loan amount they want; they don’t know the interest rate or term—that’s why they are on your website • John found nothing about why he should get a loan from your CU; as it stands, the only incentive for John to go with your CU is if your rates are better • Few calls to action; John had to forge his own path much of the time • No lead capture outside of loan application