Meridiacu.com UX Review by BloomCU
Transcript of Meridiacu.com UX Review by BloomCU
meridiacu.com
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 meridiacu.com
What’s on the menu?
1. KATE IS INTERESTED IN MEMBERSHIP
2. ADAM, A MEMBER, NEEDS AN AUTO LOAN
3. UX SCORECARD
UX Review meridiacu.com
1. Kate is interested in membership
Kate is a 30-year-old mother with two kids. She’s married and makes most of the financial decisions. Kate heard about Meridia CU from a friend and she’s interested in
becoming a member even though she’s been adequately happy banking with Wells Fargo.
UX Review meridiacu.com
Kate: Let’s see if I want to become
a member of Meridia CU.
This is a nice-looking logo.
This is a nice-looking logo. I like nice, smily
people.
I’m not sure what’s up with
this shaded area. It looks funny.
Overall, the site seems dated.
Overall, the site seems dated.
It lacks the engaging, clean feeling I expect from a forward-
thinking organization.
Overall, the site seems dated.
It 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Editor’s note: Let me point out a few things that make the website say, “I’m out-of-date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, which gives away the website’s age.
Modern sites use big visuals because they are naturally more
engaging.
Let’s scroll down.
There is quite a bit of information
packed into a pretty small space. Good websites focus first on quality, relevant content rather than
quantity.
There is quite a bit of information
packed into a pretty small space. Good websites focus first on quality, relevant content rather than
quantity.
That being said, a lot of this information could be included
on the home page if it were presented in
a more easily digestible layout.
This section looks like a sidebar of
display ads.
Let’s get back to Kate’s journey.
Kate: Perfect! This is exactly what I’m looking for.
Awesome. This is exactly what I
need to read to see how Meridia
CU is different from Wells Fargo.
Awesome. This is exactly what I
need to read to see how Meridia
CU is different from Wells Fargo.
This sounds a little dogmatic. Banks can exist to help people
too, right?
I like the idea of owning a share of the organization. What does that
mean for me? I’ll keep reading.
I like the idea of owning a share of the organization. What does that
mean for me? I’ll keep reading.
Earning dividends,
getting improved services, and getting lower
rates all sound fantastic.
I like this philosophy.
I like this philosophy.
Oops, there’s a typo.
Looks like I’m eligible.
Let’s learn a bit more.
Let’s learn a bit more.
You mean I get a say in who runs the
CU? That’s cool.
You mean I get a say in who runs the
CU? That’s cool.
Interesting history.
You mean I get a say in who runs the
CU? That’s cool.
Interesting history. Let’s scroll
down.
Hmmm, paying dividends to a bank’s
stockholders and paying dividends to
members sounds like exactly the same
thing.
Again, this sounds pretty dogmatic.
Now I’m questioning the credibility of the information on
this site.
Hmmm, paying dividends to a bank’s
stockholders and paying dividends to
members sounds like exactly the same
thing.
Again, this sounds pretty dogmatic.
Now I’m questioning the credibility of the information on
this site.
Hmmm, paying dividends to a bank’s
stockholders and paying dividends to
members sounds like exactly the same
thing.
Meridia CU seems to really hate banks.
Interesting. My experiences with
banks have always been ok.
Again, this sounds pretty dogmatic.
Now I’m questioning the credibility of the information on
this site.
Hmmm, paying dividends to a bank’s
stockholders and paying dividends to
members sounds like exactly the same
thing.
Meridia CU seems to really hate banks.
Interesting. My experiences with
banks have always been ok.
Editor’s note: There have been some negative comments about banks. Maybe they are true, but
the accusations sound like opinions rather than facts. Can you
back up the claims with data? If so, great! In any case, these
comments about banks should be stated more factually; the
negative, opinion-sounding comments make Meridia CU
sound unprofessional.
Scroll.
Kate: Well, I think I might be
interested in joining a credit union, but why
Meridia CU versus another credit
union?
I don’t see anything about
why I should join Meridia CU specifically.
I don’t see anything about
why I should join Meridia CU specifically.
What now?
I don’t see anything about
why I should join Meridia CU specifically.
What now?
Editor’s note: Users should never ask, “What now?” They
should be led through the
experience with calls to action.
Is this how I sign up to become a
member? I’ll check it out.
I have no idea what I would be signing
up for here and what they are
going to do with my email address.
I have no idea what I would be signing
up for here and what they are
going to do with my email address.
Is this for a newsletter or
something? I’ll pass.
I have no idea what I would be signing
up for here and what they are
going to do with my email address.
Well, I didn’t find many good reasons
to join Meridia rather than another CU and I don’t know
how to sign up if I did want to join.
Is this for a newsletter or
something? I’ll pass.
I have no idea what I would be signing
up for here and what they are
going to do with my email address.
But, I’m hungry, so it’s time to eat
lunch. Goodbye.
Well, I didn’t find many good reasons
to join Meridia rather than another CU and I don’t know
how to sign up if I did want to join.
Is this for a newsletter or
something? I’ll pass.
RECAP - Kate wants to become a member
The Good
The OK
The Ugly
• Easy to find information about why I should become a credit union member
• Good information about credit unions in general
• Information about credit unions versus banks is very useful, but some comments sound dogmatic, hurting Meridia’s credibility and professional image
• I didn’t find any information about why I should join Meridia instead of another CU
• How do I become member?
2. Adam needs an auto loan
Adam, a member of Meridia 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 Meridia CU.
UX Review meridiacu.com
Adam: Let’s see if Meridia can help me get a
good deal on an auto loan.
That looks like a pretty awesome
rate.
That looks like a pretty awesome
rate.
But, I’m not ready to apply yet; I still
need to learn more.
That looks like a pretty awesome
rate.
But, I’m not ready to apply yet; I still
need to learn more. Here we go.
Sounds good.
How do I find out if I can get that 1.5% rate?
How do I find out if I can get that 1.5% rate?
Here we go.
Cool. Looks like I can probably get
that 1.5% rate.
Cool. Looks like I can probably get
that 1.5% rate.
What now?
Cool. Looks like I can probably get
that 1.5% rate.
What now?
I wonder if they have a calculator
to help me crunch some
numbers?
No calculator here.
Or here.
Or here :(
Or here :’(
Or here :’(
I’m not seeing it here
Lloyd.
Let’s check out the application
process.
Hmmm, maybe I don’t want to go to
the application.
Hmmm, maybe I don’t want to go to
the application.
I guess I’ll check it out.
I’m not quite sure I’m ready to apply, but
5-10 minutes doesn’t sound too bad.
Let’s check it out.
This is a lot to read.
This is a lot to read.
It seems like this would be better somewhere
else in the process other than at the very
beginning.
This is a lot to read.
It seems like this would be better somewhere
else in the process other than at the very
beginning.
Sure, I’ll do e-communication.
This is a bit of hoop to jump through, but
I’m glad you care about security.
Registering the computer would be nice, but I’m not going to because I’m just trying to get a quick look at the application I don’t think I’ve even got to the
application yet. Registering will probably
take even more time.
Registering the computer would be nice, but I’m not going to because I’m just trying to get a quick look at the application I don’t think I’ve even got to the
application yet. Registering will probably
take even more time.
What exactly am I enrolling in?
Registering the computer would be nice, but I’m not going to because I’m just trying to get a quick look at the application I don’t think I’ve even got to the
application yet. Registering will probably
take even more time.
What exactly am I enrolling in?
I guess I’ll click it.
OK, this is where I actually begin the application.
This is actually quite a bit to fill out. I don’t think I’m
quite ready to do this.
I don’t think I’ve learned enough about getting a
loan from Meridia to justify taking the time to
fill out this form right now. I guess I’ll have to call them or stop by a branch to learn more.
We’ll see when I can get to that.
This is actually quite a bit to fill out. I don’t think I’m
quite ready to do this.
RECAP - Adam needs an auto Loan
The Good
The OK
The Ugly
• Call to action on the home page features a rate of 1.5%, which caught my attention
• Easy to navigate to the auto loan page
• At the beginning of the loan application you captured my email address (nice!)
• You got my email, but not my name. Now, what will you do with the email address? Ideally, you would send me emails nurturing and persuading me to complete a loan application.
• There should be a lower commitment opportunity for me to submit my name, email address, and maybe even phone number other than starting an application
• No loan calculators (calcs are nifty tools to help people learn and make decisions)
• Very limited amount of information about why I should get a loan from Meridia CU
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3. UX Scorecard
Along with this UX Review, we have provided you with a UX Scorecard. The scorecard goes hand-in-hand
with this review to show your website’s strengths and weaknesses. Ultimately, we hope this information
will be used to increase your website’s capability to generate
leads for memberships, loans, and other services.
UX Review meridiacu.com