To attract a younger demographic and convert bank users into Patelco customers by rebranding the credit union from a static, stuffy banking platform into a modern, personable space that is intimate, modern, conversational and family driven.
Patelco has been experiencing little growth in their aging customer base since the younger demographic often opt for high profile commercial banks or cutting-edge online financial platforms such as Simple.com.
Attract younger demographics and convert current bank users into becoming Patelco members through a complete revision of it's brand identity and online presence.
Project Duration: 2 weeks / Team Members: 3 / Tools: Photoshop
Patelco Credit Union is a federally insured, not-for-profit, full-service financial institution:
From this we were able to see how modern and forward thinking establishments have created a website rich in visuals and interactivity to 1) Draw in their audience and articulate their service through videos and infographics. 2) Provide an effortless and hassle-free experience that is efficient, intuitive and engaging.
USER INTERVIEWS & SURVEYS
The Interview: To learn what the key pain points are, first we needed to understand how customers (existing and prospective) find the overall experience of Patelco's website versus that of other Credit Unions and Banking establishments.
We conducted a series of in-person interviews as well as online surveys with 45 customers, ages between 19-60 years old whom are customers of Patelco, other Credit Unions and/or Banks.
From this we gained insights into customer habits, perception and preferences which helped diagnose the key issues that undermine Patelco's web experience.
The Survey: Below are the key findings from the 45 survey responses we gathered.
CUSTOMERS' OWN WORDS
Takeaway: Based on the user interviews, we are able to pinpoint key issues and drawbacks that are inherent in many of these financial platforms. These findings will serve as important references in addressing what is currently lacking in the market.
This new website, aside from catering to existing Credit Union and Patelco users, is also designed to attract bank users who are looking for better banking alternatives.
My two team members and I, chronicling our ideation and iteration process.
Based on the data we synthesized, my team and I have decided that this was the most plausible strategy in transitioning into Patelco's new website.
Below is the final prototype of Patelco's microsite landing page.
Each image is segmented above-the-fold.
We have decided to feature the new platform in a long scroll format that facilitates an efficient browsing experience, which effectively and succinctly delivers the message Patelco hopes to convey with their new brand identity.