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Conducted a UX audit to identify areas for improvement in the existing website. This assessment revealed several pages needing improvement, including the Home page, Product and Services pages, About page, and more. These pages violated critical usability heuristics, lacked clear calls to action, and had overall confusing navigation.
Conducted initial calls with stakeholders to understand the project's goals and target audience. These discussions helped align our design strategy with the stakeholders' vision and user expectations
Based on the information obtained from Eastern Credit Union regarding their target audience, intended goals, needs, and pain points, I crafted personas to help influence my design decisions
Clearly defined the key issues with the current website and set goals for the redesign.
"Eastern Credit Union's website fails to engage users effectively or generate sufficient leads due to its outdated design. The site's poor user experience, misalignment with brand tone, and lack of responsiveness hinder user engagement and lead generation efforts."
Desired State: Designing a user-centric website that is modern, visually appealing, responsive across all devices, aligns with Eastern Credit Union's brand, engages visitors effectively, and increases the number of leads generated.
Justification: This redesign will enhance user experience, strengthen brand identity, and increase conversions, ultimately driving growth for the credit union in the digital space.
I assessed local competitors' websites to identify their strengths, areas for improvement, and potential product opportunities that could help Eastern Credit Union (ECU) stand out. However, I soon realized that there were limited exemplary local examples, so I expanded my approach to include several international financial institutions as references for identifying effective design practices and product opportunities.
Restructured the website’s overall navigation to ensure it was more intuitive and useful for Eastern Credit Union’s target users. Collaborated with colleagues to rewrite the website content, capturing ECU’s brand tone and aligning it with the new project goals and target users.
I first provided the client with a homepage design to ensure I had accurately captured what they had envisioned. My design decisions were based on all the information obtained thus far.
Shared the homepage design with the client for review, incorporating feedback through several iterations until approval. This final UI design was then used as a standard for all other website pages, ensuring design consistency throughout.
These are the wireframes produced based on all the information and design decisions made throughout the process thus far, including medium-fidelity and high-fidelity responsive designs.
Unfortunately, the usability testing conducted on the completed design did not include the credit union’s target users. Instead, very brief tests were conducted among key project stakeholders. Additionally, upon completing the design, a series of checks and balances were put in place to validate the design decisions, ensure usability heuristics were not violated, and confirm that the overall design would help its target users achieve their goals while helping the organization meet its business goals and objectives. These checks included:
Conducted meetings with the development team to ensure they understood the design, functionality, and project goals.
Discover how streamlining a loan application process led to an increase in online submissions, a significant reduction in processing time, and an increase in user satisfaction for an auto finance company.
Find out how the redesign of a financial institution’s homepage is expected to improve user engagement, lead generation, and overall satisfaction
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