UX Review of SoundCU.com by BloomCU showing the good, the OK, and the ugly of the website's user experience from the perspective of two personas, John and Ashley. The purpose of the UX Review is to show what could be improved to get more signups for memberships, loans, and other services for Sound Credit Union.
2. 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
3. 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 Sound Credit Union
4. 2. John needs an auto Loan
JOHN, A MEMBER OF YOUR CU, NEEDS AN AUTO
LOAN FOR A CAR HE WANTS TO BUY.
UX Review Sound Credit Union
5.
6. Let’s see if Sound CU
can give me a good
deal on an auto loan.
8. 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.
9. 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!
10. 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!
11. 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.
13. So, where should I
go first?
I guess I’ll try here
first, because who
doesn’t like free
stuff?
14.
15. 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.
16. A bit redundant,
no? I understood
Enterprise and
Sound are
working together
when I saw the
promotion on the
homepage.
17. 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.”
18. Oh good, a nifty table
to tell me how
Enterprise’s and
Sound’s offers work
together.
19. Oh good, a nifty table
to tell me how
Enterprise’s and
Sound’s offers work
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?
20. Oh good, a nifty table
to tell me how
Enterprise’s and
Sound’s offers work
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.
25. Wait, maybe I don’t
want to go to this
website :^/
I guess I’ll check it
out.
26.
27. When I clicked the link, it
opened in a new tab. Nicely
done. 10 points for Sound CU!
28. 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.
29. 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.
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.
30. 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.
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.
31.
32. 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.
33. 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
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.
34. 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
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.
46. Where are you
AutoSmart?
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?
51. Hey, I found it
hidden down here
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.
52. Hey, I found it
hidden down here
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.
53.
54. Now, I’m on a totally
different website. This
experience isn’t exactly
seamless.
55. 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.
Now, I’m on a totally
different website. This
experience isn’t exactly
seamless.
56. What kind of rate
can I get?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.
Now, I’m on a totally
different website. This
experience isn’t exactly
seamless.
57. 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!
Obviously, they will
finance the vehicle if I buy
from here.
Now, I’m on a totally
different website. This
experience isn’t exactly
seamless.
76. 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.
77. 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.
86. 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.
87. 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.
88. 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.
89. $540 / month is still a bit
more than I’d like to pay.
Let’s decrease the loan
amount again.
90. $513 / month is still a bit
too high. Let’s try one
more time.
91. 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.
92. 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.
93. Well, I think I’ve done
enough research today. I’m
hungry, so I’m off to lunch.
94. 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.
95. 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
96. 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.
UX Review Sound Credit Union
97.
98. My friend told me
about Sound CU
and I’m interested
in becoming a
member. So, I’m
here to check it out.
99. 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?
102. 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.
103. 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.
106. Hmmm. Interesting.
I guess Dave is
saying Sound CU is
just as good as Telco
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.
107. 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.
Hmmm. Interesting.
I guess Dave is
saying Sound CU is
just as good as Telco
was 30 years ago.
112. 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.”
116. 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.
117. 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.
I think I will learn
more! Let’s start at
the top with “Goals &
Values.”
118.
119. Wait, what is Sound CU’s
mission, vision, and
service promise? I guess
I need to back up.
122. The order of these should
be switched, since “Goals
& Values” is dependent
on “Mission, Vision, &
Service Promise.”
123. The order of these should
be switched, since “Goals
& Values” is dependent
on “Mission, Vision, &
Service Promise.” Let’s try this one.
124.
125. 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.
126. 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?
127.
128. I love the emphasis
on great service. That
answered my last
question!
129. 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.
130. 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.
Let’s scroll down
to see what else.
131.
132. I like to see you have
growth goals. It
means you’re not
stagnant.
133. 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.
134. 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.
135. I want to go back to
the About Us page
to learn bit more.
136.
137. Is Sound CU going
to have enough
branches around
where I live? Let’s
see.
140. 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.
141. 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.
144. 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.
147. 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.”
148. Wow. Sound has a lot
of members. They
must be doing
something right.
153. 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!
154. 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!
Well, this is going to
have to wait.
155. 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!
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.
156. 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)
157. 3. More UX Essentials
UX Review Sound Credit Union
NEXT, WE REVIEW MORE UX ESSENTIALS ON
THE HOMEPAGE AND SUB-PAGES.
158. First impressions are
very important. The
homepage seems
trustworthy, and looks
professional. I feel like I
am in the right place.
159. Friendly faces are
always good. We are
instinctively drawn to
faces.
First impressions are
very important. The
homepage seems
trustworthy, and looks
professional. I feel like I
am in the right place.
160. I like seeing the quick
snippets of your great
rates.
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.
163. However…
The layout is narrow
narrow, and the
content is cramped.
The overall design is
dated.
164. The overall design is
dated.
However…
This is an old style
layout. Today’s websites
are more simple while
making better use of
the screen real estate.
The layout is narrow
narrow, and the
content is cramped.
165. However…
The overall design is
dated.
This is an old style
layout. Today’s websites
are more simple while
making better use of
the screen real estate.
The layout is narrow
narrow, and the
content is cramped.
“Learn More” not
a compelling
call-to-action.
166. However…
The overall design is
dated.
This is an old style
layout. Today’s websites
are more simple while
making better use of
the screen real estate.
The layout is narrow
narrow, and the
content is cramped.
“Learn More” not
a compelling
call-to-action.
Find My Dream HomeI Need a New Ride
How about
167. The navigation is big,
easy to locate, and
features a reasonable
number of links. Great!
168. 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.
178. Let’s try dad and his
son. Dad’s are hip, and
this image tells a story
of personal freedom.
Personal
179. Or why not the whole
family? This is looking
good.
Personal
180. Or why not the whole
family? This is looking
good.
Personal
Much better!
181. 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.
