Client: Desert Schools Federal Credit Union
UX / Visual Design: Leanne Shepel

During a card sorting activity in support of our new campaign, we discovered that not many of the subjects knew about the various product lines offered by Desert Schools. The website analytics also confirmed we weren't receiving much traffic to our secondary product lines - car insurance, life insurance, etc. In order to determine the reasoning behind the lack of traffic, we held a second user study in which we gave our subjects a task of obtaining information about several products. The results concluded the product pages were very difficult to find.

I worked closely with the eCommerce and web development department at Desert Schools to determine our strategy and overall goal for the company and our user base. We decided our best approach would be a redesign of the homepage based on the information gathered in our focus groups and personas created for our campaign. We took a very agile approach to design, turning out rounds of low fidelity wireframes and several high fidelity wireframes. Prototypes were tested in house and later presented to the Vice President of Marketing and eCommerce.

By creating a user friendly graphic interface and increasing marketing real estate on the homepage we were able to see an increase in traffic of 57% to the Credit Union's product lines.