redcanoecu.com ux review by bloomcu

redcanoecu.com

User Experience ReviewThe Good, the Okay, and the Ugly

Get more members and borrowers

“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

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

What’s on the menu?

1. ASHLEY IS INTERESTED IN MEMBERSHIP

2. JOHN, A MEMBER, NEEDS AN AUTO LOAN

User Experience Review

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

Ashley: Let’s see if I want to become a

member of this CU.

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?

I like the brand better than other

financial institutions’.

And I’m a big fan of mobile

deposit. Good to know they have

that.

I like the brand better than other

financial institutions’.

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’.

But, the site is a bit out-of-date, which makes me feel like

Red Canoe must be behind-the-times.

But, the site is a bit out-of-date, which makes me feel like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say, “I’m out-of-date and not very engaging.”

The site is more narrow than most modern sites,

which gives away the website’s age.

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.

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.

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.

Ashley: To learn more about why I should join Red Canoe, it looks like I should

check out these links.

Let’s look at “About Us” first.

You’re right, I am curious. And, you guys sound pretty friendly.

You’re right, I am curious. And, you guys sound pretty friendly.

Thanks for making it easy to find information.

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.

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.

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.

I like the sound of that!

I like the sound of that!

And that.

I like the sound of that!

And that.I’m so glad you understand!

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.

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 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.

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.

Let’s read “Our Story.”

I like the history! It helps me

understand what Red Canoe is all

about.

I like the history! It helps me

understand what Red Canoe is all

about.

How about “Whats a CU?”

I like the history! It helps me

understand what Red Canoe is all

about.

How about “Whats a CU?” Oops. There’s a

typo. Should be “What’s.”

Once again, I like that you show

some personality.

Once again, I like that you show

some personality.

This sounds interesting, but why should that really matter to me? How do I

benefit?

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.

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.

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.

Woah. Clicking that button took me to the middle

of some page. Weird.

Let’s scroll to the top to figure out

where I am.

Woah. Clicking that button took me to the middle

of some page. Weird.

Ok. Much better.

Ok. Much better.

Got it. Now I know where I am and

what they want me to do.

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.

I tried scrolling down the page and there’s a weird scrolling thing

going on: there’s a scroll within the scrolling page.

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.

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 :-(

Ashley: Typo. “Our checking accounts

don’t have . . . no minimum balance

requirements.”

Ashley: Typo. “Our checking accounts

don’t have . . . no minimum balance

requirements.”

Scroll.

Ashley likey.

Ashley likey.

How does Simply Smart compare to Classic Checking?

Hmmm. Why would anyone choose Classic Checking over Simply

Smart Checking?

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.

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.

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.

Let’s try this again now that I’ve looked

at account types.

Confusing form. I put my full name in the top field

before I realized you want me to put my names in

separate fields.

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.

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.

Scroll.

Wow, you guys ask for a lot of information just to

get started.

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.

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.

Ugh, but I don’t have a middle name.

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.

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.

Ugh, I wish the form told me what

is required and what isn’t.

Ugh, I wish the form told me what

is required and what isn’t.

Ok, I filled it out. Let’s try submitting again.

This is icky. Once again, I feel like Red Canoe is

kind of a laggard, especially when it comes

to technology.

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.

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.

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.

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

Let’s Talk about John’s Journey Next Week