Content Design
This is a content design project done at Seattle Credit Union.
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What’s the Problem?
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What’s the Solution?
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What's the Result?
What’s the Problem?
It takes too many steps and too many decisions to a member application page.
Here's the original experience:
I visit the Seattle Credit Union page. I am ready to become a member, so I click on the "Join Now" link at the top right corner on the homepage. It leads me to this page:
I need to choose one among the many options on the page. If I select "Savings", it leads me to:
Again, I need to choose one among the many options on the page. After I make up my mind and go to the next page, I can finally click on "Open an account" which leads me to the actual application page.
Join Now > Savings > Savings Accounts > Open an Account
It takes at least 4 clicks to get to the application page, even if visitors are clearly ready to join when they click on "Join Now".
In addition, the "Join Now" and the "Personal" are actually the same page. If users are already on the "Personal" page through the navigation menu and decide to click on "Join Now", the website basically refreshes and lead them back to where they begin. In fact, I checked the web analytics and some users did go through that frustrating and confusing path.
What’s the Solution?
I started with an ideation with our digital experience team.
Is there a single page where new members can fill out the application without choosing a product? The answer is no, the application page is different for each products.
Can we just bring people to a default product page, such as the Savings? Maybe, but there must be a group of people who want other products.
How about a page with a handful of the most popular products with direct call-to-actions to the application page?