Utahheritagecu.org ux review by bloom cu

UtahHeritageCU.org

User Experience ReviewThe Good, the Okay, and the Ugly

Get more signups for memberships and loans

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

SCOTT STRATTEN

UX Review UtahHeritageCU.org

What’s on the menu?

1. KATE IS INTERESTED IN MEMBERSHIP

2. ADAM, A MEMBER, NEEDS AN AUTO LOAN


1. Kate is interested in membership

Kate is a 30-year-old mother with two kids. She’s married and makes most of the financial decisions. Kate 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.


Kate: Let’s see if I want to become a member of Utah

Heritage CU.

Kate: Let’s see if I want to become a member of Utah

Heritage CU.

I want to know why I should

become a member of Utah

Heritage CU.

This reminds me of home :)

Overall, the site feels dated.


It lacks the engaging, clean feeling I expect from a forward-

thinking organization.


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Editor’s note: Let me point out a few things that make the website say, “I’m out-of-date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.”

The homepage is mostly text :)

People love and connect with

imagery.

This is a lot of wasted space.

Homepage real estate is very

valuable.

The site is more narrow than most

modern sites, which gives away the website’s age.

Modern sites use big visuals because they are naturally more

engaging.

Let’s get back to Kate’s journey.

Kate: Looks like I should check out

this.

And this.


this.

And this.

And this. I almost didn’t see this

hidden up here.


this.

Let’s look at this first.

Looks like I qualify for membership.


Interesting. Sounds like maybe they’ve had some

problems and conflicts in the

past.


Editor’s note: This paragraph gives a bad first impression to someone who is interested in

becoming a member.



past.


Wow, these people are pretty stern. I

don’t even know if I want to become a

member yet and the first thing I’m being told are all the rules.

Editor’s note: This paragraph gives a bad first impression to someone who is interested in

becoming a member.



past.

I didn’t find any reasons why I

should become a member of Utah

Heritage CU.

I didn’t find any reasons why I

should become a member of Utah

Heritage CU.

Maybe I’ll find some good info

here.

Nope, same page :(

Nope, same page :(

Nope, same page :(

I don’t know what this is. Sounds legal-ish, but

maybe there will be info here.

Yep, legal stuff. I’ll do a last scan of the

homepage to see if I can find any useful

information.

Yeah, I’m not seeing anything that would tell

me why I should become a

member and I’m not going to dig for information.

Yeah, I’m not seeing anything that would tell

me why I should become a

member and I’m not going to dig for information.

Well, I’m off to lunch.

RECAP - Kate wants to become a member

The Good

The OK

The Ugly

• Wasn’t hard to find my way to membership information from the homepage

• I’m guessing the image on the homepage is of the Moroni area; if it’s an easily recognizable spot, local people might connect with it emotionally

• Kate couldn’t find any reasons why she should become a member

• Overall, the site is outdated and not engaging

2. Adam needs an auto loan

Adam, a member of Utah Heritage 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 Utah Heritage CU.


Adam: Let’s see if Utah Heritage CU can help me get a good deal on an auto loan.

Here is where I can apply for an

auto loan, but I’m not ready for that

yet; I just got here.

3.19% looks like a decent auto loan

rate.

Let’s learn about getting an auto loan from Utah

Heritage CU.

I like low rates and flexible

terms.


terms.

“Fast, friendly service with no surprises,” sounds good, too.


terms.


But, how can I know if what they

say is true?


terms.


Perfect. I’m glad you suggested some steps I

should do next.

But, how can I know if what they

say is true?

Let’s learn more about Utah Heritage

CU’s loan rates.

Same rate as was shown on the

homepage: 3.19%.


homepage: 3.19%.72 months is a

long term.


homepage: 3.19%.72 months is a

long term.

What is “savings?” Is that how much I can expect to save if I get

a loan with Utah Heritage CU?

I don’t understand what this is about.


Oh, this is about rates for saving

accounts.



accounts.

Hmmm. That’s not relevant to me; I’m

looking for info about auto loans and why I should get an auto

loan from Utah Heritage CU.



accounts.

Hmmm. That’s not relevant to me; I’m

looking for info about auto loans and why I should get an auto

loan from Utah Heritage CU.

I’m going back here.

What now?

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.

I guess I’ll go back to this auto loans page.

Calculating my payment would

be helpful.

Well, I don’t really know all of this

information for sure, but I guess I can

make some assumptions.

These are the numbers I’d like for the new car I’d like

to buy.




These are the numbers I’d like for the new car I’d like

to buy.




Click.

$290 per month. I can probably swing that.


But, I’d really like to get my monthly payment down to $250 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?


What now?

I’d like to know more about getting an

auto loan from Utah Heritage, but I guess I can check out the

application.

Click.

Editor’s note: Adam is a member, but I

am not. Adam would just log in, but I’ll

click here.

Editor’s note: Adam is a member, but I

am not. Adam would just log in, but I’ll

click here.I assume the

application process is fairly similar either way, but I may have to give more info as

a non-member.

I’m not to sure what this is involves. Some

explanation would be nice.

I’m not to sure what this is involves. Some

explanation would be nice.

Why not? Websites ask me to accept

terms I’ve never read all of the time.

Simple enough. I can fill out the form on

this page.


this page.

Woah! Lots of steps. I’m at work and I

don’t have time to do all of this right now. I’m going to have to

come back later.


this page.

Woah! Lots of steps. I’m at work and I

don’t have time to do all of this right now. I’m going to have to

come back later.

Editor’s Note: The greatest failure of this whole process is that there are zero opportunities for

me to submit my name and contact info online saying I’m interested in getting an auto loan

outside of completing the entire application. I can’t overemphasize the importance of lead

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

RECAP - Adam needs an auto Loan

The Good

The OK

The Ugly

• Auto loan page suggests next steps for the user to take

• Offering a calculator is useful

• Loan calculator was useful, but not as much as it could have been; people 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

• Needs more info about why Adam should get a loan from Utah Heritage CU; some service claims are unsubstantiated: why should I believe what you’re telling me?

• Few calls to action; Adam had to forge his own path much of the time

• No lead capture outside of loan application

Marketing

Utahheritagecu.org ux review by bloom cu