hudsonriverteachers.org ux review by bloomcu

Hudson River Teachers Federal Credit Union

User Experience Review

The Good, the Okay, and the Ugly.

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 Hudson River Teachers Federal Credit Union

What’s on the menu?

1. ASHLEY WANTS TO BECOME A MEMBER

2. JOHN, A MEMBER, NEEDS AN AUTO LOAN

3. UX SCORECARD


1. Ashley wants to become a member

Ashley, a younger woman, is interested in becoming a member. She heard about Hudson River Teachers from a

coworker. She currently banks at Wells Fargo.


Let’s see what Hudson River

Teachers has to offer me.

Hey, that building looks familiar. I must be in

the right place.

Hmm, this picture looks like it might be a stock

photo.

Hmm, this picture looks like it might be a stock

photo.

But, they seem to be happy members or

employees.

She looks very happy and confident.

I’d like to go back to school for my PhD, I

should come back to this.

She looks very happy and confident.

Overall, my first impression of the website is that it’s out-of-date and a bit messy. Which

gives me the impression that Hudson River is

not innovative and doesn’t appeal to younger people

like me. I’m guessing their membership is

mostly older folks.

Not sure what’s going on here.





mostly older folks.

Not sure what’s going on here.

It’s a very narrow, cramped layout.





mostly older folks.

Hmm, I’n not sure what Skip-A-Payment is, but this is too much for me

to read right now.

Hmm, I’n not sure what Skip-A-Payment is, but this is too much for me

to read right now.

There is quite an assortment of

different looking things on this

page.

I’m going to check out these links.

I’m going to check out these links.

But first, is there anything else below about the benefits of membership? Let’s

scroll down.

Ah, here are some reasons that I should

join Hudson River.

Unfortunately, this is about features rather benefits that mean something to me.


join Hudson River.


join Hudson River.

Imagery, messaging, fonts, style, and call to

action all definitely need improvement

here.

Unfortunately, this is about features rather benefits that mean something to me.

Back to the top of the page I go.

Now, let’s check out this button, I like the

sound of “Perks”!

Free financial counseling is a

great perk!


great perk!

Perhaps a bit random that

HRTFCU pays for this, but cool.


great perk!



These are great perks, too!


great perk!



These are great perks, too!

I wonder if there are more perks not listed here.

Again, not sure what’s going on

here.

Well, now what?

Well, now what?

Editor’s note: Website users

should never have to guess at what they should do

next. Calls to action should lead users along a well-thought-out path

that leads to action.

Well, now what?

Editor’s note: Website users

should never have to guess at what they should do

next. Calls to action should lead users along a well-thought-out path

that leads to action.

Let’s check this out.

Well, the drop down is simple.

Well, the drop down is simple.

But it looks unprofessional.

Let’s see “About Us,” then we’ll

look at “How to Join.”

Cool history of pioneering the

organization of a credit union for a

good cause.

How, specifically, do these goals benefit me, the

potential member? (Especially maximum efficiency.)

I really like this paragraph. It tells me how Hudson River is different from my bank,

Wells Fargo.

I really like this paragraph. It tells me how Hudson River is different from my bank,

Wells Fargo.

What’s the second major factor?

Well, let’s see what the

process is to join.

Well, let’s see what the

process is to join.

Wait! Where did this come from?

“Membership Info” wasn’t there on

the last page and it’s not in the “Membership”

drop-down menu. I suppose I should

have a look.

Good information.

Good information.

But it seems like this could be on the “About Us”

page.

OK, now let’s see what the

process is to join.

$6 to join is small hoop to jump

through.

$6 to join is small hoop to jump

through.

Oh, but stopping by the office or mailing in the

form is a bigger hoop to jump

through. I wish I could submit a form online. I

guess it will have to wait.

Let’s see this form.

Definitely not the friendliest form

I’ve ever had to fill out. Mmm, I’ll do

it later.



it later.

Well, I’ve learned what I came to learn. I’m off to

lunch.



it later.

Well, I’ve learned what I came to learn. I’m off to

lunch.

Editor’s Note: The greatest failure of this whole

process is there are zero opportunities for me to submit my name and contact info saying I’m

interested in becoming a member. I can’t

overemphasize the importance of lead

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

RECAP - Ashley wants to become a member

The Good

The OK

The Ugly• No lead capture

• Overall, the website does not communicate “innovative,” and, according to the “About Us” page, one of Hudson River’s goals is to be innovative.

• Good information about the history and purpose of Hudson River

• Website points out some good perks of membership

• Finding my way around the site wasn’t too hard, but there are definitely some pages missing from the “Membership” drop-down menu.

• To learn if membership with Hudson River was right for me, I had to forge my own path; I found things, but there were no calls to action to lead me

2. John needs an Auto Loan

John, a member of Hudson River, needs an auto loan to buy a new car.


Let’s see if Hudson River can give me a

good deal on an auto loan.

Looks like this is where I need to

go to learn about auto loans.

Just what I’m looking for.

Getting pre-approved could

be nice.


be nice.

What number do I call?


be nice.


Editor’s note: Pre-approval is a

perfect call to action here, but

it’s hidden.


be nice.


Editor’s note: Pre-approval is a

perfect call to action here, but

it’s hidden.

This call to action isn’t terribly

prominent either.

This helps me know what

qualifies as a “new” car.

But, what are the rates?

This helps me know what

qualifies as a “new” car.

Let’s keep scrolling.

Not relevant to me.

Not relevant to me.

This might be relevant to me.

Not relevant to me.

This might be relevant to me.

Oh, never mind, it’s Enterprise Care Sales. I’m

buying a new car, not a used one.

Let’s keep scrolling.

These might be relevant sometime during my

new car purchase

process, but right now I

want to learn about getting an auto loan.

These might be relevant sometime during my

new car purchase

process, but right now I

want to learn about getting an auto loan.

Nothing below this point is remotely relevant to me.

Let’s scroll back to the top.

Let’s take a look at this.

Woah, I’m now on a totally different

website.

Woah, I’m now on a totally different

website.

Well, maybe I’ll revisit this later.

Let’s go back.

Well, I didn’t find anything about Hudson River’s

auto loan rates or much about why I

should use them to finance the

purchase of my new vehicle, but it seems I’ve looked at all the info they

have online.





have online.

I’m off to lunch!





have online.

I’m off to lunch!

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 an auto loan outside of actually

applying for a loan. Again, I can’t overemphasize the

importance of lead capture if growth is one of

the CU’s goals.

RECAP - John needs an auto Loan

The Good

The OK

The Ugly

• Simple navigation; I easily found where to go to learn about loans

• Some helpful information about what qualifies as a “new” car

• No lead capture except for a loan application

• Not enough information for someone to decide to take action

• Information not organized into pages by relevancy

• “Apply for a Loan” was the only less-hidden call to action

3. UX Scorecard

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7RWDO

Previously, I shared with you this User Experience Scorecard. Refer back to it to see overall scores for

hudsonriverteachers.org. The review above points out specific instances

of Good, OK, and Ugly that are reflected on the scorecard. (If

needed, I can resend you a PDF of the scorecard.)


http://hudsonriverteachers.org

hudsonriverteachers.org ux review by bloomcu

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