del-one.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 Del-One.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 Del-One.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 Del-One.org

Let’s see if I want to

become a member of

Del-One.

My first impressions of

Del-One:

My first impressions of

Del-One:

I bet they have been around for

years and are well-established

My first impressions of

Del-One:

I bet they have been around for

years and are well-established

I can tell they’ve been around for

years because their website looks older.

My first impressions of

Del-One:

I bet they have been around for

years and are well-established

I can tell they’ve been around for

years because their website looks older.

They appear to be a bit behind-the-

times, slow to innovate, and not

very ambitious.

Editor’s note: Why would Ashley think

Del-One is “a bit behind-the-times,

slow to innovate, and not very ambitious?” Let me point out a

few things:

The site is more narrow than most modern sites. Big

visuals are naturally more engaging.

Most of what you see on the this

homepage is text with a few small

images.

Most of what you see on the this

homepage is text with a few small

images. Including several of the sliders: many are

very text heavy.

Most of what you see on the this

homepage is text with a few small

images.

This one is better! Fewer words and it conveys more

feeling.

Including several of the sliders: many are

very text heavy.

These look like they might have been designed in

Excel.

These look like they might have been designed in

Excel.

And the buttons look like a blast from the past:

maybe a 10-year-old version of

Mac OS?

The colored, patterned background is pretty old school. It makes me think of Space

Jam’s website: http://www.warnerbros.com/

archive/spacejam/movie/jam.htm

The colored, patterned background is pretty old school. It makes me think of Space

Jam’s website: http://www.warnerbros.com/

archive/spacejam/movie/jam.htm

No doubt, Del-One.org has a more tasteful background

than Space Jam’s website. But, that’s

what came to mind.

OK, let’s get back to Ashley’s journey to

becoming a member of Del-One:

Ashley: I want to know why I should join Del-One. What makes Del-

One any better or different than Wells Fargo or any other

bank or CU?

To learn about Del-One and

membership, I should check

out these pages.

Let’s scroll down to look at this.

Yes, I would like to “learn more.”

Hmmm. I was hoping to learn more about why I

should become a member before learning

about how to join. I’m going back to the

homepage.

Let’s check out “About Del-One.”

I’m guessing “How to Join” will take me back to the

application page I just came from.

I’m guessing “How to Join” will take me back to the

application page I just came from.

“Del-One Foundation.”

What’s that? I’ll have to look at

that.

I’m guessing “How to Join” will take me back to the

application page I just came from.

Let’s look here.Let’s look here first.

“Del-One Foundation.”

What’s that? I’ll have to look at

that.

Hmmm. This ad doesn’t seem relevant to a history page.

This is great! It tells me what makes

credit unions different and

unique. Being an owner is definitely

different than banking at Wells Fargo. I love the

history!

This is great! It tells me what makes

credit unions different and

unique. Being an owner is definitely

different than banking at Wells Fargo. I love the

history!

But, this talks about a lot of CU features. I’d like to know more about

how these features benefit me.

This is great! It tells me what makes

credit unions different and

unique. Being an owner is definitely

different than banking at Wells Fargo. I love the

history!

But, this talks about a lot of CU features. I’d like to know more about

how these features benefit me.

Also, this is about credit unions in general, what’s unique about

Del-One?

This is great! It tells me what makes

credit unions different and

unique. Being an owner is definitely

different than banking at Wells Fargo. I love the

history!

But, this talks about a lot of CU features. I’d like to know more about

how these features benefit me.

Also, this is about credit unions in general, what’s unique about

Del-One?

Maybe there’s something about

Del-One down there.

Here we go.

Hmmm. This is very long bullet-list-

timeline of events. I’d much rather read a narrative

about the history.

Here we go.

Hmmm. This is very long bullet-list-

timeline of events. I’d much rather read a narrative

about the history.

Here we go.

And, unfortunately, this doesn’t tell me anything unique about Del-One or how I would benefit from

becoming a member (other than what I learned

about all CUs above).

√I’m going back

to the homepage.

Let’s see what “Del-One

Foundation” is about.

Hey, this is cool.

Hey, this is cool.

I like that credit unions try to do

good in the community.

Hey, this is cool.

I like that credit unions try to do

good in the community.

From what I know, most CUs are pretty

involved in charitable activities.

I’m still not sure why I should

become a member of Del-

One FCU, specifically. I’ll look a little bit

more.

Let’s see what people are saying

about Del-One.

Hmmm, these aren’t testimonials.

Hmmm, these aren’t testimonials.

The testimonials are probably

down lower on the page.

Everyone is talking about the great service they’ve

received from Del-One. That’s good

to hear.

Everyone is talking about the great service they’ve

received from Del-One. That’s good

to hear. What now?

Everyone is talking about the great service they’ve

received from Del-One. That’s good

to hear. What now?

Editor’s note: User’s should never wonder what to do next. Calls to action should lead

them long.

Everyone is talking about the great service they’ve

received from Del-One. That’s good

to hear. What now?There are calls to action along the right side of the page, but they

look more like ads and none of them are very relevant

to Ashley. It seems more likely that non-members

would be viewing member

testimonials, no?

Editor’s note: User’s should never wonder what to do next. Calls to action should lead

them long.

Ashley: Let’s do a last scan of the

homepage to see if I missed anything.

Does Del-One offer any special

products or services?

The products seem about the same as most

banks and CUs.

The services seem about the same as most credit

unions.

Let’s take another look at

this.

This looks like a very long, grueling process to enroll. I don’t think I’ve learned enough about Del-One to go

through this.

This looks like a very long, grueling process to enroll. I don’t think I’ve learned enough about Del-One to go

through this.

Well, I’m off to lunch.

This looks like a very long, grueling process to enroll. I don’t think I’ve learned enough about Del-One to go

through this.

Well, I’m off to lunch.

Editor’s Note: One major concern I have about this whole process is that there were 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 one

of the CU’s goals.

RECAP - Ashley wants to become a member

The Good

The OK

The Ugly

• Good, useful, and interesting information about credit unions in general

• Del-One members have good things to say about its service

• Based on the website, Del-One is obviously well-established, but does not appear innovative, ambitious or forward-thinking

• I couldn’t find any good reasons to join Del-One. How is Del-One different from other credit unions?

• No lead capture other than a long membership application

2. John needs an Auto Loan

John, a member of Del-One, needs an auto loan to buy a new car.

UX Review Del-One.org

Let’s see if Del-One can

give me a good deal on an auto loan.

Here’s where I can apply for a

loan, but I’m not ready to

apply; I just got here.

Let’s see their auto loan rates.

OK, I’m just looking for loan rates for a new

vehicle.

Woah, this big table is confusing. It looks

a bit messy.

Woah, this big table is confusing. It looks

a bit messy.

OK, here it is. Cool. Good to

know. 2.5% isn’t bad.

Scroll.

Hey, a calculator could be useful to see

what I can afford.

Hey, a calculator could be useful to see

what I can afford.

I’m glad I found the calculator down here. It’s kind of hidden

near the bottom of the page.

Hmmm, looks like I’m on a whole

different website. Interesting.

Not quite sure, about the loan

amount and term, but I’ll do

my best.

I can probably swing $438 per

month :)

$438 per month, I can probably swing that :)

Well, now what?

$438 per month, I can probably swing that :)

Well, now what?

Editor’s note: I mentioned this before, but a user

should never wonder what to do next. Calls to action

should lead them long. After using a calculator

would be a great time for a call to action.

I’ll go back to the homepage.

Anything here about auto loans?

Maybe here?

Scroll.

Good to know!

Good to know!

Scroll.

Finally, vehicle loans.

I already did this.

I already did this.

Not relevant.

This could be useful.

But what if I like haggling? Jk. This

sounds good.

But what if I like haggling? Jk. This

sounds good.Scroll.

Sounds easy enough.

Sounds easy enough.

I’ll have to check this out when I

have more time.

Sounds easy enough.

I’ll have to check this out when I

have more time.

Let’s see what the application is like.

This doesn’t seem terrible.

This doesn’t seem terrible.

I’m going to fill it out and see what the next step is.

Oh, never mind. I don’t want my credit dinged. I’m not quite ready to

apply anyway.

Oh, never mind. I don’t want my credit dinged. I’m not quite ready to

apply anyway.

Well, I’m off to lunch.

Oh, never mind. I don’t want my credit dinged. I’m not quite ready to

apply anyway.

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 one of the CU’s goals.

RECAP - John needs an auto Loan

The Good

The OK

The Ugly

• I was able to find good information about getting an auto loan from Del-One

• While I found good information, not all content is well-organized

• The calculator wasn’t ideal—not well-designed nor did it call me to act—but it was useful nevertheless.

• No lead capture

• Calls to action were a bit ineffective and sometimes nonexistent

3. UX Scorecard

UX Review Del-One.org

Along with this UX Review, we have created a UX Scorecard. The Scorecard goes hand-in-hand with the Review to

show Del-One.org’s strengths and weaknesses. While the Review focuses

on specific user experiences, the Scorecard considers more general

aspects of your website’s user experience. Ultimately, we hope this information will be used to help Del-

One.org generate more leads for memberships, loans, and other services. The Scorecard will be shared with you

separately. The image to the right shows what the Scorecard looks like.

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