CUNA is a national trade association for both state and federally chartered credit unions located throughout the US. CUNA provides member credit unions with trade association services, such as regulatory advocacy, professional development, and professional services management.


My goal as a UX Researcher is to be the voice of the user while bridging the gap to the needs of the business. In order to help me gain deep insights into user behavior as well as the needs of the business I used tools such as Optimal Workshop, Mural and Adobe CC to help guide the team towards user based preferences using both qualitative and quantitate data.

Getting Started:

Using Nielsens 10 Heuristics for User Interface Design helped me to identify issues with particular components or sections of CUNA.org that had a negative impact on usability. This study provided insights that helped identify usability problems early on in our design and development cycle.

My competitive analysis allowed me to provide strategic insights into the features, functions, flows, and feelings evoked by the design solutions of our competitors.

User Flows:

It is easy to get lost in features, technical jargon or personal opinions and leave the user out of the product when presenting ideas to a larger team.

I enjoy learning how things work and why people use them. Mapping out user flows is one example of how I start that process to help uncover areas of friction for the user.
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The user flows I have presented to my team had a positive impact on our discussion around processes.These user flows were very important in communicating design decisions to my product manager, stakeholders, and developers.

Information Architecture



81% - 31%



VS.

Scenario:

You want to register your marketing team for the CUNA Digital Marketing School which they will attend virtually. Where would you go to register the team?

TreeJack Experiment:

Testing information architecture of entire sitemap CUNA.org

Card Sorting

During our initial phase of design I lead thought discussions with various stakeholders to get a deeper understanding of what their needs were for the restructuring of cuna.org.

Our initial survey indicated that navigating cuna.org was complicated and frustrating at times. Advocacy is a very large branch of what CUNA stands for, so creating a frictionless environment for our users was my main goal. I did this by conducting an information architecture study that allowed us to get deeper insights into how our users think about the information provided in the advocacy section of cuna.org.

This 3D cluster view is a great visual representation of the results I collected. Optimal Workshop has provided a very detailed drill down of our results allowing us to uncover deeper insights.

Additional I.A. Studies:

CUNA's biggest revenue drivers are their training products and seminars. The restructuring of the information architecture was a friction point identified by the user through our user survey. In order to make more clear and precise decisions on the organization of information on cuna.org's products page I made a clear list of what each product page consisted of.

Usability Testing

Usability Study:

In order to ensure our plan for site wide changes accurately represented our users thoughts and opinions I was able to gain valuable insights about user behavior, needs, and expectations upfront.

Affinity mapping 500+ respondents information helped my team gain deep insights into our users behaviors, allowing us to make more accurate design and business decisions.

Using net promotor scores on select questions helped us identify areas of weakness and strength. These scores provided my team with starting points of exploration on the journey to creating a delightful user experience.

Personas

Persona development helped our team discover new insights. These new insights allowed us to uncover new direction with our business decisions.

Wireframes

Not only did I get the opportunity to have a significance influence on my team's decisions, I was simultaneously able to help  mock-up designs, accelerating our design process.

My UX research allowed our team to make more accurate design and business solutions for the user. I was able to help my team stay on our agile life cycle using Adobe XD with a well designed component library to build hi-fi wireframes.

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Let's make great things together.

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