REBECCA ROWLEY DESIGN
Goldenwest Credit Union
UX Design Concept Transformation
My Role: Lead UX Designer and Researcher
Overview:
Problem: Online banking too often creates frustrated, negative experiences for users because there is so much information that is not always easy to navigate. On the current Goldenwest Credit Union website there are too many unnecessary menus and options that confuse users instead of assisting them in accomplishing their goals.
Solution: I created a simplified, intuitive transformation for the current website that alleviates the frustration of disorientation in the menu systems. Instead users are now able to navigate correctly the first time without creating a disconnect in their experience. I built helpful features into each page instead of embedding them in links on pages that normally require extra time and effort spent getting to them in order to benefit all users as efficiently as possibly.
Before
Design Thinking Process
Empathize: After working in the banking industry for almost a year, I had heard enough complaints about the website to feel for the people that were having such negative experiences. I listened to them with an intent to understand their concerns and design something better.
Define: I defined problems including an overly complicated navigation system and unnatural organization system.
Ideate: I conducted card sorting research to better understand how my users would best understand the organization of the site. I used these findings and others to think of new ideas that could benefit the overall success of the experience.
Prototype: I created several different prototypes ranging from basic wireframes to high fidelity prototypes to use in user testing.
Test: I designed and conducted user testing to identify problem points in my prototypes. Using this feedback, I edited my designs to achieve my goals for this project.
Low - Fidelity Wireframe
Mid - Fidelity Prototype
User Testing:
During the User Testing, I asked people to navigate to various pages or features within the website. I took note of every time a user clicked on a page different than the one I had planned on them using to get somewhere so I could analyze that information and redesign accordingly. I watched for patterns and differences between the different users that I conducted research with to identify and readdress those issues properly.
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High - Fidelity Prototype
Impact:
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Intuitive menu and navigation system that allows for users to get where they are trying to go on the first try.
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Easy to read and understand data which produces stronger awareness of current banking statuses and better tools to help people achieve their banking goals.
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Tools Used:
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Figma
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Canva
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