The document reviews the user experience of a credit union website from the perspectives of Kate, who is interested in becoming a member, and Adam, who needs an auto loan. The review finds that the website feels outdated and lacks compelling reasons for joining or engaging with the credit union. Kate couldn't find any information on benefits of membership and had difficulty navigating the site. Adam received some useful information but the site failed to capture his contact details as a lead since the only option was to fully apply for a loan. Overall improvements are needed to engage users and clearly communicate the value proposition through a more modern design.

1. UtahHeritageCU.org
User
Experience
Review
The Good, the Okay, and the Ugly
Get more signups for
memberships and loans

2. 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

3. What’s on the menu?
1. KATE IS INTERESTED IN MEMBERSHIP
2. ADAM, A MEMBER, NEEDS AN AUTO LOAN
UX Review UtahHeritageCU.org

4. 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.
UX Review UtahHeritageCU.org

6. Kate: Let’s see if I
want to become a
member of Utah
Heritage CU.

7. 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.

8. This reminds me
of home :)

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“I’m out-of-date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. This is a lot of
wasted space.
Homepage real
estate is very
valuable.

14. 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.

15. Let’s get back to Kate’s
journey.

16. Kate: Looks like I
should check out
this.

17. And this.
Kate: Looks like I
should check out
this.

18. And this.
And this. I almost
didn’t see this
hidden up here.
Kate: Looks like I
should check out
this.

19. Let’s look at this
first.

21. Looks like I qualify
for membership.

22. Looks like I qualify
for membership.
Interesting.
Sounds like maybe
they’ve had some
problems and
conflicts in the
past.

23. Looks like I qualify
for membership.
Editor’s note: This paragraph
gives a bad first impression to
someone who is interested in
becoming a member.
Interesting.
Sounds like maybe
they’ve had some
problems and
conflicts in the
past.

24. Looks like I qualify
for membership.
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.
Interesting.
Sounds like maybe
they’ve had some
problems and
conflicts in the
past.

25. I didn’t find any
reasons why I
should become a
member of Utah
Heritage CU.

26. I didn’t find any
reasons why I
should become a
member of Utah
Heritage CU.
Maybe I’ll find
some good info
here.

28. Nope, same
page :(

29. Nope, same
page :(

30. Nope, same
page :(
I don’t know what this is.
Sounds legal-ish, but
maybe there will be info
here.

32. Yep, legal stuff. I’ll do
a last scan of the
homepage to see if I
can find any useful
information.

34. 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.

35. 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.

36. 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

37. 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.
UX Review UtahHeritageCU.org

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

40. Here is where I
can apply for an
auto loan, but I’m
not ready for that
yet; I just got
here.

41. 3.19% looks like a
decent auto loan
rate.

42. Let’s learn about
getting an auto
loan from Utah
Heritage CU.

44. I like low rates
and flexible
terms.

45. I like low rates
and flexible
terms.
“Fast, friendly service
with no surprises,”
sounds good, too.

46. I like low rates
and flexible
terms.
“Fast, friendly service
with no surprises,”
sounds good, too.
But, how can I
know if what they
say is true?

47. I like low rates
and flexible
terms.
“Fast, friendly service
with no surprises,”
sounds good, too.
Perfect. I’m glad you
suggested some steps I
should do next.
But, how can I
know if what they
say is true?

48. Let’s learn more
about Utah Heritage
CU’s loan rates.

50. Same rate as was
shown on the
homepage: 3.19%.

51. Same rate as was
shown on the
homepage: 3.19%.
72 months is a
long term.

52. Same rate as was
shown on the
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?

54. I don’t understand
what this is about.

55. I don’t understand
what this is about.
Oh, this is about
rates for saving
accounts.

56. I don’t understand
what this is about.
Oh, this is about
rates for saving
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.

57. I don’t understand
what this is about.
Oh, this is about
rates for saving
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.

59. What now?

60. 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.

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

62. Calculating my
payment would
be helpful.

64. Well, I don’t really
know all of this
information for sure,
but I guess I can
make some
assumptions.

65. These are the
numbers I’d like for
the new car I’d like
to buy.
Well, I don’t really
know all of this
information for sure,
but I guess I can
make some
assumptions.

66. These are the
numbers I’d like for
the new car I’d like
to buy.
Well, I don’t really
know all of this
information for sure,
but I guess I can
make some
assumptions.
Click.

67. $290 per month. I
can probably
swing that.

68. $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.

69. $290 per month. I
can probably
swing that.
What now?

70. $290 per month. I
can probably
swing that.
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.

71. Click.

73. Editor’s note: Adam
is a member, but I
am not. Adam would
just log in, but I’ll
click here.

74. 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.

76. I’m not to sure what
this is involves. Some
explanation would
be nice.

77. 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.

79. Simple enough. I can
fill out the form on
this page.

80. Simple enough. I can
fill out the form on
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.

81. Simple enough. I can
fill out the form on
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.

82. 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