pfcu.org ux review by bloomcu

pfcu.org

User Experience ReviewThe Good, the Okay, and the Ugly

Get more signups for memberships and loans

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 PFCU.org

What’s on the menu?

1. ASHLEY WANTS TO BECOME A MEMBER

2. JOHN, A MEMBER, NEEDS AN AUTO LOAN

3. UX SCORECARD

UX Review PFCU.org

1. Ashley wants to become a member

Ashley, a younger woman, is interested in becoming a member. She heard about your credit union from a

coworker. She currently banks at Wells Fargo.

UX Review PFCU.org

Let’s see if I want to

become a member of

Pasadena FCU.

This is where my eyes went

first.

Logo w/text looks professional

My eyes next went to this

image.

Nice, smily people :)

Nice, smily people.

Interesting, they’re in the middle of a

grass field with a computer.

Nice, smily people :)

The word “teach” looks out of place.


Editor’s note: The visual style of the

word “teach” doesn’t flow

with the image.)

What does “teach” have to do with Pasadena FCU?

Teaching doesn’t appear to be a

theme anywhere else on the website.


My first impression is that Pasadena FCU is a bit old school

and stodgy.

My first impression is that Pasadena FCU is a bit old school

and stodgy.

Overall, pfcu.org lacks the engaging,

clean feeling I expect from a

forward-thinking organization.

0My first impression is that Pasadena FCU is a bit old school

and stodgy.

Overall, pfcu.org 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“I’m out of date and not very engaging.”

The site is more narrow than most modern sites. Big

visuals are naturally more engaging.

These look more like plain links in a table

than they look like drop-down navigation, which

communicates to the user, “These might not

help you get right where you want to go.”

There is an overwhelming amount of info

packed into this small space. Good

websites focus first on quality of

content rather than quantity.

This looks unprofessional with its alternating colors and clip-art-looking

checkmarks.

These images rotate before I

can finish reading them, let alone act upon them.

Links for days! Links are boring unless it’s

just what you’re looking for. These

belong in a navigation drop-down, not

occupying valuable homepage real estate.

This color combination is

stodgy (tan/beige and slate blue

grayish).

Editor’s note: Sorry for the onslaught of Ugly comments, but

I had to tell you :-/

Editor’s note: Sorry for the onslaught of Ugly comments, but

I had to tell you :-/

Editor’s note: Hopefully these comment help

explain why Ashley’s first impressions of Pasadena

FCU is “a bit old school and stodgy.”

So, to learn more about being a

member of PFCU, I should check out

these pages.

I’m going to look at this one first.

Before going to “How to Join,” let’s

check out “Our History.”

I liked learning about the history.

It’s good to know that 3rd party organizations

have given PFCU good ratings.

I’m wondering what PFCU has to offer me that

Wells Fargo doesn’t. Why should I join?

I want to learn a bit more.

Let’s check out “How to Join”

OK, sounds like PFCU is saying

they offer better service than Wells

Fargo.

Oh good, I qualify because of where

I work.

Hmmm, I have to “download” the application? I can’t submit something

online?


online?

Editor’s note: The call to action, download the application, is

hidden on the page. Best practice is to make it big and bold on the

page so it stands out and visitors know exactly how to act.

Well, I’ll check it out.


online?

Editor’s note: The call to action, download the application, is

hidden on the page. Best practice is to make it big and bold on the

page so it stands out and visitors know exactly how to act.

I guess I have to go into a branch

or mail in this application to

start the process. I won’t have time

for that today.

Wow, this is a pretty hefty form. It reminds me of filing forms with

the IRS.


the IRS.

I’m not sure yet if I care to become a

member, so I don’t think I can justify

spending the time to complete this

form.


the IRS.

I’m not sure yet if I care to become a

member, so I don’t think I can justify

spending the time to complete this

form.

Let’s see if I can learn more about reasons I should

join. I’m going back to the last page.

I saw this earlier. Maybe this page will give me some

good reasons to join.

Nope, I’m on the application again.

I’m going back.

Anything else I should read?

By the way, these tools tips are kind

of bothersome; they get in the

way.

I don’t see any other pages that

would tell me the benefits of

joining PFCU.



joining PFCU.

Well, I’m off to lunch!



joining PFCU.

Well, 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 online 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

• Professional-looking logo

• Helpful information on the “Our History” page about PFCU’s history and awards

• Big image on the home page of mother and son is decent

• PFCU seems well-established, but “behind-the-times”

• No lead capture; no way to submit my name and contact information online

• I couldn’t find compelling reasons to join PFCU

2. John needs an Auto Loan

John, a member of Pasadena FCU, needs an auto loan to buy a new car.

UX Review PFCU.org

Let’s see if Pasadena FCU can give me a good deal on an auto loan.

OK, there are few things

here I’d like to check out.

Let’s try this one first, to get a better idea of rates and what I can afford.

That’s what I need.

Perfect, I’m buying a new car.

Perfect, I’m buying a new car.

These looks like good rates. I want

the 1.99%. So, I have to have a term between 36-60 months.

I’m not ready to

apply.

I’m not ready to

apply.

But where is that calculator?

I’m not ready to

apply.

But where is that calculator?

Too bad they don’t have a

calculator on this page. That would

be convenient.

Let’s go use the calculator now

that I know their rates.

Wow, this page is kind of

overwhelming with all the

links.

The way this is sticking out looks kind of like it was hacked together. It

looks unprofessional.

Where are you auto loan

calculator?

Where are you auto loan

calculator?

I’m not seeing it here Lloyd.

Let’s scroll down.

Ah, that’s what I want.

Hmmm. Weird how this calculator is only on half of the page and it has it’s

own scroll bar.

OK, let’s enter my desired numbers.

OK, all entered.

OK, all entered.

Now, calculate.

Awesome! I can spend more than

I thought.

Awesome! I can spend more than

I thought. Now what should I do? I guess I can search for

more info about getting an auto loan from PFCU.

Let’s look here.

Lots of features.

Lots of features.

How do I benefit from

these features?

I don’t know for sure yet what

car I’m going to buy, so I’m not sure I’m ready

to apply.



to apply.

Editor’s note: I good call to action for John

would be to get pre-qualified/pre-approved

for an auto loan.



to apply.

Editor’s note: I good call to action for John

would be to get pre-qualified/pre-approved

for an auto loan.

But, I guess I can see what

the application process is like.

Woah! Maybe I don’t want to learn about the

application process.

Woah! Maybe I don’t want to learn about the

application process.

I guess I can at least take a look.

Well, this doesn’t look

too bad.

Shucks, what was the loan amount that

calculator said? I think it was

$28,000.

And, continue.

Ouch. You’re going to ding my credit?


I’ll come back when I’m more ready to apply.



Well, I’m off to lunch.



Well, I’m off to lunch.

Editor’s Note: Maybe I’m beating a dead horse, but again, the greatest failure of this whole process is there

are zero opportunities for me to submit my name and contact info

online saying I’m interested getting an auto loan. Maybe there would have been an opportunity if I continued

with the application, but there should be a lower risk opportunity to submit my name. I can’t overemphasize the

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

RECAP - John needs an auto Loan

The Good

The OK

The Ugly

• I was able to find a lot of good information about getting an auto loan from PFCU

• The auto loan calculator does not have the best design (look and functionality) nor did it call me to action after calculating; nevertheless, it was useful.

• No lead capture; few calls to action

• John had to forge his own path to learn about getting an auto loan from PFCU; he found information, but how much better it would have been to lead him along with calls to action.

3. UX Scorecard

UX Review PFCU.org

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Along with this UX Review, we have provided you with a UX Scorecard. The scorecard goes hand-in-hand

with this review to show PFCU.org’s strengths and weaknesses.

Ultimately, we hope this information will be used to increase PFCU.org’s capability to help the credit union achieve its goals, like generating

more leads for memberships, loans, and other services.

pfcu.org ux review by bloomcu

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