SoundCU.com UX Review by BloomCU

Sound Credit Union

User Experience Review

The Good, the Okay, and the Ugly.

What’s on the menu?

1. JOHN NEEDS AN AUTO LOAN

2. ASHLEY WANTS TO BECOME A MEMBER

UX Review Sound Credit Union

3. MORE UX ESSENTIALS

The day you start talking to your audience and it’s about them, that’s the day that business really happens.

SCOTT STRATTEN


2. John needs an auto Loan

JOHN, A MEMBER OF YOUR CU, NEEDS AN AUTO LOAN FOR A CAR HE WANTS TO BUY.


Let’s see if Sound CU can give me a good

deal on an auto loan.

Sweet! I’m planning to buy a vehicle anyway, why not get $400 of

free gas!

Sweet! I’m planning to buy a vehicle anyway, why not get $400 of

free gas!

It says, “Enterprise car sales.” So, that must be only for used cars that were previously rental

vehicles. I’ll have to check it out.

I Googled “average auto loan apr” and it looks like the average is 3-4%. So, 1.74% APR looks like a

nice interest rate!

But, it says, “As low as,” which usually means all the planets have to align

to get the best deal.

I Googled “average auto loan apr” and it looks like the average is 3-4%. So, 1.74% APR looks like a

nice interest rate!

What’s this? Sounds interesting. Seems like it might save me time and money: shop online and maybe even get a better

rate from Sound than from the dealership. I’ll have to look at this, too.

So, where should I go first?

So, where should I go first?

I guess I’ll try here first, because who

doesn’t like free stuff?

Apparently I’m on a promotions page.

I’m here because I’m interested in a car

loan, so none of the other promotions

here seem relevant to me.

A bit redundant, no? I understood Enterprise and

Sound are working together

when I saw the promotion on the

homepage.

A bit redundant, no? I understood Enterprise and

Sound are working together

when I saw the promotion on the

homepage.

But, I do like the sound of “$400” free gas, “great values,” and “competitive loan

rates.”

Oh good, a nifty table to tell me how

Enterprise’s and Sound’s offers work

together.



together.

Wait, this isn’t telling me how the offers of

Enterprise and Sound work together, this is just listing out their

individual offers. Confusing. Why are

both lists in the same table? Why are they in

a table at all?



together.

Wait, this isn’t telling me how the offers of

Enterprise and Sound work together, this is just listing out their

individual offers. Confusing. Why are

both lists in the same table? Why are they in

a table at all?

These sound like a lot of good features, but what’s the benefit to me? People don’t buy features, they buy only

benefits.

So, what are these “competitive” rates?

OK, they have a location near me.

Maybe I can stop by some other day.

OK, they have a location near me.

Maybe I can stop by some other day.

Or, I can check out this website. Let’s

do that.

Wait, maybe I don’t want to go to this

website :^/

Wait, maybe I don’t want to go to this

website :^/

I guess I’ll check it out.

When I clicked the link, it opened in a new tab. Nicely

done. 10 points for Sound CU!



But, now I’m on the homepage of

EnterpriseCarSales.com :(

10 points for Slytherin.

http://EnterpriseCarSales.com






I thought maybe I’d land on a page that showed me the “competitive”

rates I’d get on an Enterprise car through

Sound CU.







I thought maybe I’d land on a page that showed me the “competitive”

rates I’d get on an Enterprise car through

Sound CU.

Well, back I go to the promotion

page.


Looks like I’ve done everything there is

to do here, though I still don’t know much about the offer I came here for except that if I

buy a used car from Enterprise, Sound CU can finance it and I’ll get a $400 gas card. I suppose that might be all there is to know,

but I gathered all of that info from the promotion on the

homepage.

Back I go to the homepage.Looks like I’ve done

everything there is to do here, though I

still don’t know much about the offer I came here for except that if I



homepage.

Back I go to the homepage.

Editor’s note: The greatest failure of this page is that John was

not captured as a lead. He’s here because he’s interested in getting a loan. Why not give him a compelling reason to submit his name and

contact info? Otherwise, you won’t know John is looking

for an auto loan.

Looks like I’ve done everything there is

to do here, though I still don’t know much about the offer I came here for except that if I



homepage.

OK, I’m back where I began.

Where should I go now?




Great Scott! The AutoSmart thing

is gone!



Great Scott! The AutoSmart thing

is gone!

I guess I can try searching for “autosmart”.

Hmmm, no results about AutoSmart.

Hmmm, no results about AutoSmart.

Maybe I’ll find something about

it on this page?

Where are you AutoSmart?


I’m not seeing it here Lloyd.


I’m not seeing it here Lloyd.

What if I used the browser to search the

page, just in case I missed “AutoSmart”

in my scan of the page?

Searching the page for

“autosmart.”

Hey, I found it hidden down here

in the footer.


in the footer.

Editor’s note: I’m not sure the average bear

is going search the page using the

browser’s keyword search tool. They

might just return to the homepage without finding

AutoSmart.


in the footer.

Editor’s note: I’m not sure the average bear

is going search the page using the

browser’s keyword search tool. They

might just return to the homepage without finding

AutoSmart.

Now that I’ve found it, let’s check it out.

Now, I’m on a totally different website. This

experience isn’t exactly seamless.

But hey, Sound CU has its own car-buying website? Nice! This is more like it!

Obviously, they will finance the vehicle if I buy

from here.



What kind of rate can I get?But hey, Sound CU has its

own car-buying website? Nice! This is more like it!


from here.



What kind of rate can I get?

Oh hey, look, a “finance” link.

But hey, Sound CU has its own car-buying website? Nice! This is more like it!


from here.



Hmmm, I remember seeing rates on the

homepage that were “as low as 1.74%.”

Hmmm, I remember seeing rates on the

homepage that were “as low as 1.74%.”

Oh, maybe I can find rate information

down here.

Nope. Nada.

Nope. Nada.

I guess I’ll go back to the homepage.

Here we are.

There’s that 1.74% rate.

Looks like I would need

an LTV of 80% or less.



Looks like I would need

an LTV of 80% or less.

I’m not sure what my LTV is. I wish there

were a calculator on this page.

Well, is there any other information I

should consider about getting an auto loan from

Sound CU?

Well, is there any other information I

should consider about getting an auto loan from

Sound CU?

Maybe there’s something in

here.

Hey! Nice, clean navigation. Let’s try the main link.

This seems like what I’m looking for.

Apply now? I’m not sure I’m ready for that kind

of relationship. OK, maybe I have

commitment issues, but I don’t even know yet

what I’d be getting into. Can we just be friends

for now?This seems

like what I’m looking for.

Apply now? I’m not sure I’m ready for that kind

of relationship. OK, maybe I have

commitment issues, but I don’t even know yet

what I’d be getting into. Can we just be friends

for now?

OK, I’ll click you, but I want to

take things slow.

This seems like what I’m looking for.

Woah! Uh, let’s try clicking that “apply now” button again.

Better, but it looks like I’m again on a

totally different website.

I’m not quite sure what the loan amount and term will be. Kind of

depends on the rate I can get.

I’m not quite sure what the loan amount and term will be. Kind of

depends on the rate I can get.

Oh look, a calculator. That

might help.

This looks a bit hacked-together.

I’ll fill this in the best I can with what I know. Basically, I

can afford to pay $500 per month and make a down

payment of $5,000.

I want a $25,000 car and I can put down $5,000, so $20,000

loan. If I want the 1.74% rate, I have to do at 36

month term.

If I want the 1.74% rate, I have to do

at 36 month term. $570 / month is a bit more than I’d like to pay. Let’s

decrease the loan amount to get the monthly

payment down to $500.

I want a $25,000 car and I can put down $5,000, so $20,000

loan. If I want the 1.74% rate, I have to do at 36

month term.

$540 / month is still a bit more than I’d like to pay. Let’s decrease the loan

amount again.

$513 / month is still a bit too high. Let’s try one

more time.

Alright, finally down to $499 per month.

That probably would have been easier if I could just enter the price of the car, my down payment, and

desired monthly payment (and maybe interest rate), then the

calculator told me the term and possible interest rate.

Alright, finally down to $499 per month.

Looks like if I want that 1.74% rate, I can buy a car that costs $22,500 total.

Well, I think I’ve done enough research today. I’m hungry, so I’m off to lunch.

Well, I think I’ve done enough research today. I’m hungry, so I’m off to lunch.

Editor’s note: At this point, the user has been on your website a long time

and browsed lots of pages. The greatest concern I have is that John

was not captured as a lead. He’s here because he’s interested in getting a

loan. But the only opportunity he had to submit his name and contact info was to submit an application: maybe

a bit too big of a hoop to jump through unless you have an eager beaver. However, if there where a

simple, relevant lead capture somewhere in the process, John

could be nurtured until he’s ready to complete an application.

RECAP - John needs an auto Loan

The Good

The OK

The Ugly

• Several eye-catchers on the homepage related to auto loans

• Nice, clean navigation drop-downs

• Lots of good auto loan resources, but not well-presented for the user, e.g., information scattered on several websites

• Some tools and calls to action, but none are very effective

• No lead capture except for a loan application

• Users have at least four pathways they can go down if they are interested in an auto loan; these should be merged into one pathway

3. Ashley wants to become a member

ASHLEY IS A YOUNGER WOMAN WHO HEARD ABOUT SOUND CU FROM A FRIEND. SHE’S

INTERESTED IN BECOMING A MEMBER AND CURRENTLY BANKS AT WELLS FARGO.


My friend told me about Sound CU

and I’m interested in becoming a

member. So, I’m here to check it out.

My friend told me about Sound CU

and I’m interested in becoming a

member. So, I’m here to check it out.

I know CUs are member owned,

but why else would Sound CU be any better than Wells

Fargo?

Overall, the site seems a bit dated.

She seems like someone I could

connect with.

Oh, look. All of the people shown on the homepage are younger women. Sound CU must be focused on serving younger ladies just like me.

Oh, look. All of the people shown on the homepage are younger women. Sound CU must be focused on serving younger ladies just like me.

Editor’s note: If Sound CU wants to attract more than

just younger women to become members, you FAILED it with the homepage images.

Oh, perfect! What are members

saying?

Hmmm. Interesting. I guess Dave is

saying Sound CU is just as good as Telco

was 30 years ago.



was 30 years ago.

It sounds like Sound CU (pun intended) isn’t very

innovative if it has all the good things Telco did 30 years ago but isn’t really any better.

It sounds like Sound CU (pun intended) isn’t very

innovative if it has all the good things Telco did 30 years ago but isn’t really any better.

Dave sounds like an older fella, which

contradicts my former thought that Sound CU is focused on serving younger

women.



was 30 years ago.

Thanks for making it easy for me to find out how to

become a member!

But before learning how to become a member, I

want to know more about Sound CU. Thanks again for making it easy

to learn more.

This tagline doesn’t immediately connect with any benefit I care

about. I’m not sure what it means.

This tagline doesn’t immediately connect with any benefit I care

about. I’m not sure what it means.

But, I do like the sound of “quick,

easy, and convenient,”

“great rates,” and “even better

service.”

Let’s start here.

Cool! I like the history.


And I do like the idea of being an owner of the CU and having a

say about what happens.


And I do like the idea of being an owner of the CU and having a

say about what happens.

I think I will learn more! Let’s start at

the top with “Goals & Values.”

Wait, what is Sound CU’s mission, vision, and

service promise? I guess I need to back up.

OK, I’m back to the History & Mission

page.

The order of these should be switched, since “Goals

& Values” is dependent on “Mission, Vision, &

Service Promise.”

The order of these should be switched, since “Goals

& Values” is dependent on “Mission, Vision, &

Service Promise.” Let’s try this one.

Wow. These sound very generic and bland. I’m kind of disappointed, especially after reading about Sound

CU’s really cool history about a group of people

banding together against the status quo to create something better than what already existed.

Wow. These sound very generic and bland. I’m kind of disappointed, especially after reading about Sound

CU’s really cool history about a group of people

banding together against the status quo to create something better than what already existed.

Maybe they have some unique

values that set them apart from the competition?

I love the emphasis on great service. That

answered my last question!



I like that you try to hire good people, because those are

the people who are going to serve me.



I like that you try to hire good people, because those are

the people who are going to serve me.

Let’s scroll down to see what else.

I like to see you have growth goals. It

means you’re not stagnant.

I’m glad you included this line

about not sacrificing quality of service. Decline in service

quality is a concern I have about growing

organizations.I like to see you have

growth goals. It means you’re not

stagnant.

I’m glad you included this line

about not sacrificing quality of service. Decline in service

quality is a concern I have about growing

organizations.

This page may have redeemed Sound CU’s

bland and generic mission and vision statements.

I like to see you have growth goals. It

means you’re not stagnant.

I want to go back to the About Us page to learn bit more.

Is Sound CU going to have enough

branches around where I live? Let’s

see.

Looks like there are plenty of branch

locations near me.

But what if I’m traveling out-of-state? It looks like there are only a handful of surcharge-free ATMs

and only in Washington.

But what if I’m traveling out-of-state? It looks like there are only a handful of surcharge-free ATMs

and only in Washington.

Maybe there is more information about ATMs here.

30,000 surcharge-free ATMs

nationwide?! Wow. That resolves my

concern.

30,000 surcharge-free ATMs

nationwide?! Wow. That resolves my

concern.

Editor’s Note: While I found the answer, it

would have been better if that fact

where mentioned on the previous page or at least alluded to.

OK, let’s learn about becoming

a member.

Here’s another sub-header that doesn’t

immediately connect with any benefit I care about. Better would be something that points

out a benefit, like this: “At Sound, you’re not a customer, you’re an

owner. Take control of your financial future.”

Wow. Sound has a lot of members. They

must be doing something right.

Sounds easy enough, if that’s really all that’s required.

Yep, I qualify.

OK, let’s check it out.

v

v

Shucks, a PDF that I have to fill out and

mail in. Who mails in applications these

days? I don’t even own stamps!

v




Well, this is going to have to wait.

v




Well, this is going to have to wait.

Editor’s Note: I might be beating a dead horse at

this point, but there were zero opportunities for me to submit my name and contact info saying I’m

interested in becoming a member. Ouch. I can’t

overemphasize the importance of lead

capture if growth is truly one of your CU’s goals.

RECAP - Ashley wants to become a member

The Good

The OK

The Ugly

• I could find answers to my questions, but there were few calls to action after learning

• To learn if membership with Sound CU was right for me, I had to forge my own path; how much better if could have been with a little bit of leading

• No lead capture

• There should be a section containing everything a potential member wants and needs to know, instead of having things spread across two parts of the website

• Easy to find information that would interest potential members

• Plenty of great content about Sound CU (e.g., history and values)

3. More UX Essentials


NEXT, WE REVIEW MORE UX ESSENTIALS ON THE HOMEPAGE AND SUB-PAGES.

First impressions are very important. The homepage seems

trustworthy, and looks professional. I feel like I am in the right place.

Friendly faces are always good. We are

instinctively drawn to faces.


trustworthy, and looks professional. I feel like I am in the right place.

I like seeing the quick snippets of your great

rates.


trustworthy, and looks professional. I feel like I am in the right place. Friendly faces are

always good. We are instinctively drawn to

faces.

However…

However…

The overall design is dated.

However…

The layout is narrow narrow, and the

content is cramped.



However…

This is an old style layout. Today’s websites are more simple while making better use of the screen real estate.


content is cramped.

However…




content is cramped.

“Learn More” not a compelling call-to-action.

However…




content is cramped.

“Learn More” not a compelling call-to-action.

Find My Dream HomeI Need a New Ride

How about

The navigation is big, easy to locate, and

features a reasonable number of links. Great!

The navigation is big, easy to locate, and

features a reasonable number of links. Great!

One of the most important elements in website design is ease of finding information.

If people cannot find what they are looking for, they will give up

and leave.

Nice, subtle differentiation of your

“call to action” from the orange navigation

categories.

Ouch, this dropdown could use a diet, it’s

very tall. Can we slim down the number of

links?

Her is another menu that’s packed full of

links.

Ouch, this dropdown could use a diet, it’s

very tall. Can we slim down the number of

links?

Let’s look at more of this website. I’m going to click on “Personal”

This is a really useful overview of what my

options are.

This is a really useful overview of what my

options are.

Although, this menu is repetitious

That’s better!

Interesting image choice for this page. Let’s get a person on

here.

Let’s try dad and his son. Dad’s are hip, and this image tells a story of personal freedom.

Personal

Or why not the whole family? This is looking

good.

Personal

Or why not the whole family? This is looking

good.

Personal

Much better!

RECAP - More UX Essentials

The Good

The OK

The Ugly

• The website is professional, but the design is outdated and very narrow.

• Calls to actions in buttons and links are relevant, but not compelling.

• The “Personal” drop-down is crammed with links.

• Most images throughout the website are not boring, or “stocky”.

• First impression of the website is trustworthy and professional.

• Parent sub-pages such as “Personal” are useful for finding what you’re looking for.

Design

SoundCU.com UX Review by BloomCU