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simplotecu.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 simplotecu.com
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 simplotecu.com
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 simplotecu.com
Ashley: Let’s see if I want to become a
member.
Ashley: Let’s see if I want to become a
member.
I know CUs are member owned, but
why else would Simplot be any
better than Wells Fargo?
First, what is going on up here? This
makes me feel like something bad is
happening. Is this a warning message? Am I about to get a
virus?
Okay, I’m being told about new office
hours. I can dismiss this message.
First, what is going on up here? This
makes me feel like something bad is
happening. Is this a warning message? Am I about to get a
virus?
Much better! :) That could have
been less scary. Let’s do some quick
exploring.
Much better! :) That could have
been less scary. Let’s do some quick
exploring.
“Once A Member, Always A Member” I like the sound of
that.
Much better! :) That could have
been less scary. Let’s do some quick
exploring.
“Once A Member, Always A Member” I like the sound of
that.
Looks like I might find a great rate on a loan with Simplot, I like the idea of that.
That’s strange, these look like ads…
Overall this website seems a little
outdated.
Overall this website seems a little
outdated.
The homepage lacks the professional look
and feel I would expect from Simplot.
After all, the J.R. Simplot Company
website looks more delightful, and
forward-thinking.
After all, the J.R. Simplot Company
website looks more delightful, and
forward-thinking.
Perhaps Simplot Employees Credit
Union is still working on a new website.
Editor’s note: Let me point out a couple
things that make the website say, “I’m
outdated and not very engaging.”
The site is more narrow than most modern websites.
The site is more narrow than most modern websites.
Good websites today make better use of the screen space,
and use large engaging imagery.
Many of the graphics, buttons, and textures look
unprofessional.
Many of the graphics, buttons, and textures look
unprofessional.
Clouds and gradients are out, clean white space
is in.
Many of the graphics, buttons, and textures look
unprofessional.
These graphics are clip-art-looking.
Many of the graphics, buttons, and textures look
unprofessional.
This section is stuffed with
information and small text sizes.
Editor’s note: Sorry for the barrage of negative
comments, but hopefully our comments
explain why Ashley’s first impressions of
simplotecu.com are that it’s “outdated” and “lacks
the professional look and feel I would expect
from Simplot.” Your website reflects your brand. Unfortunately,
negative impressions of your website means
negative impressions of your brand as a whole.
Back to Ashley: So, to learn more
about being a member, I should
probably check out these pages.
Back to Ashley: So, to learn more
about being a member, I should
probably check out these pages.
Maybe this one as well.
Back to Ashley: So, to learn more
about being a member, I should
probably check out these pages.
Maybe this one as well.
Ah, this page could also be useful.
Let’s start here!
It’s lonely here
It’s lonely here
I expected some imagery that would
make me feel excited about joining.
That’s neat, I am eligible to join
because my father is employed by the J.R.
Simplot Company.
That’s neat, I am eligible to join
because my father is employed by the J.R.
Simplot Company.
Still, I wonder what this credit union has
to offer me that Wells Fargo doesn’t.
That’s neat, I am eligible to join
because my father is employed by the J.R.
Simplot Company.
Still, I wonder what this credit union has
to offer me that Wells Fargo doesn’t.
Looks like I have to call to join. I’m not too keen on that, let’s look around some more first.
Hold the phone, there was a link in
this area on the homepage, where
did that go?
Hold the phone, there was a link in
this area on the homepage, where
did that go?
Hold the phone, there was a link in
this area on the homepage, where
did that go?
I’ll just go back and find it.
Oh no, the virus thing is back!
Oh no, the virus thing is back!
Oh yeah, it’s just a notice.
All better. Let’s go check out that link.
OK, sounds like switching is easy.
OK, sounds like switching is easy.
“Free debit card” and “low or no fees!” I like
the sound of that!
OK, sounds like switching is easy.
I’d still like to know more about why I
should join Simplot Employees CU.
“Free debit card” and “low or no fees!” I like
the sound of that!
I’m going to explore other pages.
“Who We Are.” Maybe this page will tell me why I should
join.
Who We Are, maybe this page will tell me why I should
join.
Who We Are, maybe this page will tell me why I should
join.
Now I’m finding helpful benefits of being a member
Who We Are, maybe this page will tell me why I should
join.
Now I’m finding helpful benefits of being a member
“Not driven by profits” I like that
idea, a lot.
Who We Are, maybe this page will tell me why I should
join.
Now I’m finding helpful benefits of being a member
“Not driven by profits” I like that
idea, a lot.
Now we’re talking! I want to feel safe
knowing my financial institution will help me during
times of trouble.
Who We Are, maybe this page will tell me why I should
join.
I found lots of good info here. Let’s learn
a bit more.
Let’s see what their members are
saying.
Hmmm. Not quite what I was looking for.
Well, I already looked at this, and I’m not sure I want to call
them right now about becoming a member. So, that’s it for today.
I’m off to lunch.
Well, I already looked at this, and I’m not sure I want to call
them right now about becoming a member. So, that’s it for today.
I’m off to lunch.
Editors Note: The greatest failure of this whole process is that Ashley did not have an opportunity to
submit her name and contact info saying,
“I’m interested in becoming a member.”
We cannot overemphasize the importance of lead
capture if growth is a goal of the CU.
RECAP - Ashley wants to become a member
The Good
The OK
The Ugly
• Navigation system is simple
• Helpful information on the “Who We Are” page about the benefits of joining Simplot
• Sub pages are not overwhelmed with information, but needs to be more interesting, and benefits oriented.
• No lead capture; no way to submit my name and contact information online
• Simplot Employees CU seems well established, but “behind-the-times”
2. John needs an Auto Loan
John, a member of your credit union, needs an auto loan to buy a new car.
UX Review simplotecu.com
Let’s see if I can get a good deal on an
auto loan.
Let’s see if I can get a good deal on an
auto loan.
There are a few things I want to
check out.
Hey, look at that! I might find the best
loan rates around.
Hey, look at that! I might find the best
loan rates around.
Should I be looking somewhere else? I
hope I wouldn’t have to drive there.
Hey, look at that! I might find the best
loan rates around.
Should I be looking somewhere else? I
hope I wouldn’t have to drive there.
I don’t think I’m ready to apply yet.
That’s a pretty good rate for a new car.
!Let’s check this out.
Shucks, can’t click this to learn more…
That’s a pretty good rate for a new car.
!Let’s check this out.
I’m sure I can learn more about auto
loans here
Shucks, can’t click this to learn more…
That’s a pretty good rate for a new car.
!Let’s check this out.
Look at this happy Simplot member!
Hmm, I expected more useful
information about auto loans.
Look at this happy Simplot member!
Ah, rates. Let’s learn more about the rate
I saw earlier.
OK, for a car that’s 2 years old or newer I can get that rate of
1.99%
Let’s crunch some numbers and find
out what my payment will be.
This is quite the list of calculators… I’m only interested in auto loan related
calculators.
This is quite the list of calculators… I’m only interested in auto loan related
calculators.
Aha, a calculator for monthly payments.
Awesome!
Ouch, pop-ups are so 2001.
Let’s plug in some numbers.
Let’s plug in some numbers.
I can handle that payment! Let’s just hope I can lock in that interest rate.
Editors Note: Calculators are great tools for visitors
with interest in loan products. You are missing
out on a lot of potential borrowers by not asking calculator users if they
are interested in learning more, then asking for
their names, email addresses, and phone
numbers.
Now, let’s check out this loan application.
Scroll down
Scroll down
I’m definitely not ready to complete this very long
application.
I’m definitely not ready to complete this very long
application. Well, I’m off to lunch.
I’m definitely not ready to complete this very long
application. Well, I’m off to lunch.
Editors Note: Maybe I’m beating a dead horse, but once again the greatest failure of this whole process is that
John did not have an opportunity to submit his name and contact info
saying, “I’m interested in getting an auto loan.” We cannot overemphasize
the importance of lead capture if growth is a goal of the CU.
RECAP - John needs an auto Loan
The Good
The OK
The Ugly
• The homepage offers multiple calls to action for loans including a quick look at the great auto loan rates that Simplot has to offer.
• I could not find enough useful or compelling information about auto loans
• The only call-to-action for getting a loan is an extremely long form
• No lead capture for someone that is not ready to apply for an auto loan but is looking for auto loan solutions with Simplot.
3. UX Scorecard
Along with this UX Review, we have created a UX Scorecard. The Scorecard goes hand-in-
hand with the Review to show your website’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 you
generate more leads through the website 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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UX Review simplotecu.com