This UX Review of RedCanoeCU.com shows the good, the OK, and the ugly of the website's user experience from the perspective of two personas, Ashley and John. The purpose of the UX Review is to show what could be improved to get more signups for memberships, loans, and other services for Red Canoe Credit Union.
2. “The day you start talking
to your audience and it’s
about them, that’s the
day that business really
happens.”
SCOTT STRATTEN
User Experience Review
3. Explanation of Tags
User Experience Review
Green text and arrows
indicate something is
“good.” :-)
Blue text and arrows
indicate something is
“okay.” :-|
Magenta text and
arrows indicate
something is “ugly.” :-(
Good
Okay
Ugly
Black text and arrows
indicate narrative.Narrative
4. What’s on the menu?
1. ASHLEY IS INTERESTED IN MEMBERSHIP
2. JOHN, A MEMBER, NEEDS AN AUTO LOAN
User Experience Review
5. 1. Ashley is interested in membership
Ashley is a 30-year-old mother with two kids. She’s married
and makes most of the financial decisions. Ashley 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.
User Experience Review
8. Ashley: Let’s see if I
want to become a
member of this CU.
I want to know why I
should join Red Canoe.
Why Red Canoe instead
of Wells Fargo or
another credit union?
9. I like the brand
better than other
financial institutions’.
10. And I’m a big fan
of mobile
deposit. Good to
know they have
that.
I like the brand
better than other
financial institutions’.
11. And I’m a big fan
of mobile
deposit. Good to
know they have
that.
Really?! I don’t use
ATMs much, but
these guys must be
a pretty big deal to
be linked to that
many ATMs.
I like the brand
better than other
financial institutions’.
12. But, the site is a bit
out-of-date, which
makes me feel like
Red Canoe must be
behind-the-times.
13. But, the site is a bit
out-of-date, which
makes me feel like
Red Canoe must be
behind-the-times.
Editor’s note: Let me
point out a few things
that make the website
say, “I’m out-of-date
and not very engaging.”
14. The site is more narrow
than most modern sites,
which gives away the
website’s age.
15. Modern sites often use
valuable homepage
real estate to display
big visuals because
people more readily
connect with imagery
than text.
The site is more narrow
than most modern sites,
which gives away the
website’s age.
16. The navigation
looks old
school.Modern sites often use
valuable homepage
real estate to display
big visuals because
people more readily
connect with imagery
than text.
The site is more narrow
than most modern sites,
which gives away the
website’s age.
17. The navigation
looks old
school.Modern sites often use
valuable homepage
real estate to display
big visuals because
people more readily
connect with imagery
than text.
The site is more narrow
than most modern sites,
which gives away the
website’s age.
Let’s get back to
Ashley’s journey.
18. Ashley: To learn more
about why I should
join Red Canoe, it
looks like I should
check out these links.
21. You’re right, I am
curious. And, you guys
sound pretty friendly.
22. You’re right, I am
curious. And, you guys
sound pretty friendly.
Thanks for making it
easy to find information.
23. You’re right, I am
curious. And, you guys
sound pretty friendly.
Thanks for making it
easy to find information.
I like the sound of being
an owner and this tells
me why Red Canoe is
different than Wells
Fargo.
24. You’re right, I am
curious. And, you guys
sound pretty friendly.
Thanks for making it
easy to find information.
I like the sound of being
an owner and this tells
me why Red Canoe is
different than Wells
Fargo.
This kind of looks
like an ad I see on
news websites.
25. You’re right, I am
curious. And, you guys
sound pretty friendly.
Thanks for making it
easy to find information.
I like the sound of being
an owner and this tells
me why Red Canoe is
different than Wells
Fargo.
Scroll.
This kind of looks
like an ad I see on
news websites.
29. I like the sound
of that!
And that.I’m so glad you
understand!
30. I like the sound
of that!
And that.I’m so glad you
understand!
You guys are funny. I
like seeing some
personality from a
financial institution.
31. I like the sound
of that!
And that.I’m so glad you
understand!
You guys are funny. I
like seeing some
personality from a
financial institution.
What do you
mean by “open?”
32. I like the sound
of that!
And that.I’m so glad you
understand!
You guys are funny. I
like seeing some
personality from a
financial institution.
What do you
mean by “open?”
I don’t know if I’m
quite ready to
open an account.
33. I like the sound
of that!
And that.I’m so glad you
understand!
You guys are funny. I
like seeing some
personality from a
financial institution.
What do you
mean by “open?”
I don’t know if I’m
quite ready to
open an account.
Let’s scroll
back to the top
and learn
some more.
42. Once again, I like
that you show
some personality.
This sounds
interesting, but
why should that
really matter to
me? How do I
benefit?
43. Once again, I like
that you show
some personality.
This sounds
interesting, but
why should that
really matter to
me? How do I
benefit?
Plus, do you guys
have any evidence
to back up your
claims (testimonials,
examples, stats,
stories)? If not, it just
sounds like an
opinion.
44. Once again, I like
that you show
some personality.
This sounds
interesting, but
why should that
really matter to
me? How do I
benefit?
Plus, do you guys
have any evidence
to back up your
claims (testimonials,
examples, stats,
stories)? If not, it just
sounds like an
opinion.
I’m glad you
believe in what
you’re doing.
45. Once again, I like
that you show
some personality.
This sounds
interesting, but
why should that
really matter to
me? How do I
benefit?
Plus, do you guys
have any evidence
to back up your
claims (testimonials,
examples, stats,
stories)? If not, it just
sounds like an
opinion.
I’m glad you
believe in what
you’re doing.
Let’s a have look
at opening an
account.
52. Got it. Now I know
where I am and
what they want me
to do.
Uhhh. I have no
idea which to
choose.
Ok. Much better.
53. I tried scrolling down
the page and there’s a
weird scrolling thing
going on: there’s a
scroll within the
scrolling page.
54. I tried scrolling down
the page and there’s a
weird scrolling thing
going on: there’s a
scroll within the
scrolling page.
Anyway, I guess I need
to learn about the
different types of
checking and savings
accounts before I
continue with the
application.
55. I tried scrolling down
the page and there’s a
weird scrolling thing
going on: there’s a
scroll within the
scrolling page.
Anyway, I guess I need
to learn about the
different types of
checking and savings
accounts before I
continue with the
application.
Editor’s note: You were
so close to getting
Ashley to give her
contact info, but now
she’s leaving the lead
capture process :-(
64. Hmmm. Why would
anyone choose Classic
Checking over Simply
Smart Checking?
Editor’s note: This is a good call
to action, because it takes the
user journey into consideration:
most people are not going to
instantly say, “Sign me up!’ Most
people want to learn about your
CU before opening an account.
65. Hmmm. Why would
anyone choose Classic
Checking over Simply
Smart Checking?
Editor’s note: This is a good call
to action, because it takes the
user journey into consideration:
most people are not going to
instantly say, “Sign me up!’ Most
people want to learn about your
CU before opening an account.
However, the positioning of the
call to action isn’t ideal because
it’s placed in the left sidebar next
to things that look like ads and
most people try to ignore ads.
Therefore, I wouldn’t be surprised
if this invitation gets overlooked
most of the time.
66. Hmmm. Why would
anyone choose Classic
Checking over Simply
Smart Checking?
Editor’s note: This is a good call
to action, because it takes the
user journey into consideration:
most people are not going to
instantly say, “Sign me up!’ Most
people want to learn about your
CU before opening an account.
However, the positioning of the
call to action isn’t ideal because
it’s placed in the left sidebar next
to things that look like ads and
most people try to ignore ads.
Therefore, I wouldn’t be surprised
if this invitation gets overlooked
most of the time.
Ashley: Let’s go back
to Simply Smart
Checking.
67.
68. Let’s try this again
now that I’ve looked
at account types.
69.
70. Confusing form. I put my
full name in the top field
before I realized you want
me to put my names in
separate fields.
71. Ah man, you need
my Drivers License
Number? Ok, where’s
my license?
Confusing form. I put my
full name in the top field
before I realized you want
me to put my names in
separate fields.
72. Ah man, you need
my Drivers License
Number? Ok, where’s
my license?
Confusing form. I put my
full name in the top field
before I realized you want
me to put my names in
separate fields.
Scroll.
76. Wow, you guys ask for a
lot of information just to
get started.
77. Wow, you guys ask for a
lot of information just to
get started.
Editor’s note: There is a time and
place to ask for every detail you
need. However, studies show that
lengthy forms can decrease
conversion rates. At this point,
you don’t even know Ashley exists
or that she’s interested in Red
Canoe. Your first goal is to
capture her contact info.
Therefore, make it really easy: just
ask for her name, email, and
phone number. Then, you can ask
her for more information later,
but don’t risk scaring her off with
a long form.
78. Wow, you guys ask for a
lot of information just to
get started.
Editor’s note: There is a time and
place to ask for every detail you
need. However, studies show that
lengthy forms can decrease
conversion rates. At this point,
you don’t even know Ashley exists
or that she’s interested in Red
Canoe. Your first goal is to
capture her contact info.
Therefore, make it really easy: just
ask for her name, email, and
phone number. Then, you can ask
her for more information later,
but don’t risk scaring her off with
a long form.
Ashley: Alright, I
filled it all out.
Let’s submit it.
81. Ugh, but I don’t have
a middle name.
Editor’s note: That might
sound silly, but some
people really don’t have
middle names: I’ve
known a few.
82. Ugh, but I don’t have
a middle name.
Editor’s note: That might
sound silly, but some
people really don’t have
middle names: I’ve
known a few.
Ashley: I guess I’ll make
up a middle name for
myself. Now, let’s
submit again.
83.
84. Ugh, I wish the
form told me what
is required and
what isn’t.
85. Ugh, I wish the
form told me what
is required and
what isn’t.
Ok, I filled it out. Let’s try
submitting again.
86.
87. This is icky. Once again, I
feel like Red Canoe is
kind of a laggard,
especially when it comes
to technology.
88. This is icky. Once again, I
feel like Red Canoe is
kind of a laggard,
especially when it comes
to technology.
Well, now I’ll just wait to
hear from them.
89. This is icky. Once again, I
feel like Red Canoe is
kind of a laggard,
especially when it comes
to technology.
Well, now I’ll just wait to
hear from them.
Editor’s note: This would have been a
great opportunity to explain in more
detail what Ashley should expect
next and reinforce that she’s made a
good decision by telling her all the
benefits she’s going to enjoy.
90. RECAP - Ashley wants to become a member
The Good
The OK
The Ugly
• Website has lots of good information about Red Canoe and it’s pretty easy to find.
Fantastic!
• You guys show your personality. People like that.
• The left sidebar has some useful things, but it also contains ad-looking things,
which instantly tells my brain to mostly ignore the left sidebar.
• Connect features and advantages to benefits: benefits are the end results that
people are really looking for (think of the needs pointed out by Abraham Maslow).
• Back up benefit claims with evidence (testimonials, examples, stats, stories).
• The “Open Account” process is clunky and too cumbersome. Make it easy.
91. 2. John needs an auto loan
John, a member of your 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 your CU.
User Experience Review
