Kinecta Federal Credit Union

Kinecta Federal Credit Union

One of the nation's leading Credit Unions, with more than $6.6 billion in assets and serving over 270,000 member-owners across the country.
Project: Application for New Members
Role: UX/UI Designer
Product
The Membership application is one of the first touch-points a user has with the credit union. To bank or receive any loan a user needs to qualify for membership and complete the application.
Team Structure
As part of a small agile team, I partnered with the product owner, engineers, business system analysts, marketing, quality assurance, compliance and risk. Stakeholders included executives, marketing, deposit product and loan services teams.
Primary Goals
The UX goals of the project focused on three primary areas:
• Improve customer satisfaction, engagement, and retention
• Research, recommend, and execute on identified areas of opportunity for the product (based on pain points, gaps and user personas)
• Update legacy product UI and user flows to match the overall Kinecta brand.
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ANALYSIS
• Stakeholder Interviews
• Competitor Review
• User Personas
• Review Existing Features
• User Feedback
During the analysis, we worked with our engineering team and stakeholders to explore the product in depth by holding deep dives and Q&A sessions. After gaining an understanding of the existing product, primary flows, user feedback, competitor review, user personas and technical constraints, we developed the product definition.
- What are key user behaviors, mindsets, pain points and opportunities?
- How do those user behaviors map to the brand and product goals?
- What does the experience need to deliver across a journey within the various touch points?
- What are our immediate priorities to pursue vs. long-term priorities?
- How does the journey come to life for the user?
We identified several themes:
• Lack of guidance and information
• Missing features & functionality
• Inconsistent and nonprofessional digital experience
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PRODUCT DEFINITION
• Information Architecture
• User Flows
• Feature Analysis and Sizing
Our primary goal was to improve customer satisfaction, engagement, and retention through the increased utility, improved ease of use, and enjoyment through the interaction of the application. The user flow was influenced by existing systems and business work flows. Moving beyond technical constraints the team assessed and prioritized features from an engineering, business value, and user impact perspective. The features were mapped to visualize the most feasible. For those solutions we were not able to implement for our initial MVP, we created a backlog of opportunity areas the team could explore post launch.
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DESIGN & IMPLEMENTATION
• Wireframes
• Lo/Hi-Fidelity Prototypes
• Content Review and Strategy
• UI Style Guide
• Developer Coordination
The team worked on a component based approach and divided the sections into sprints. I worked closely with the product owner and business analysts to further define the product requirements. Wireframes were provided to start then I moved quickly to lo-fidelity mockups and prototypes considering the desktop vs. mobile experience. To facilitate UX discussions and communication I pitched using Zeplin as a tool which transformed the process. As one section was being reviewed by stakeholders and the development team another section of mockups and prototypes were being created. Many iterations to accommodate business rules, technical constraints and compliance/risk requests.
As the user flow and components were becoming more solid, I created a UI style guide which informed the hi-fidelity mockups and prototypes moving forward. Our team was also evolving throughout the process with new developers and business system analysts that needed to be onboarded on a continuing basis. We had many retrospectives after sprints to continue to refine our productivity. (What went well, what could be improved upon and what changes to take into the new sprint.)
Key Product Outcomes:
• Include smart eligibility based upon user’s personal information
• Email verification to avoid fraud and capture email early for future communications
• Change order and flow for better usability
• Simplify user experience to only show required fields based upon user inputs.
• Ability to go back and edit information from review section
• Integrate identity verification to help avoid fraud
• Provide progress bar to communicate steps
• List information required to successfully complete the application upfront 
• Create and implement UI style guide and copy tone based upon marketing brand
• Provide detailed product descriptions
• Component based development for future enhancements
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TESTING & DEPLOYMENT
• Usability Testing
• Focus Group Coordination and Participation
• Deployment assistance
I worked closely with the development and quality assurance teams participating in usability testing to help log bugs as functional vs. styling. We prioritized bugs based upon importance and backlogged many that were not show stoppers.
Once development for the full application was stable, we worked with focus groups to facilitate receiving additional user feedback based upon each of our user personas. We logged feedback and prioritized user stories to quickly get us to MVP.
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MAINTENANCE
• Feature Analysis
• Iterative Process
• Roadmap Planning
After the first deployment we held a larger retrospective to gain insight to improve our process and team communication moving forward. To prioritize for future sprints, we reviewed our existing backlog of bugs and features and held weekly meetings to analyze user feedback to discover themes.
Omni Channel Roadmap
For the Omni Channel roadmap, the membership application was the first proof of concept for recycling components and user journeys for other loan applications such as; credit cards, personal and vehicle loans. As the development team continued to evolve we worked on multiple user flows for all loan applications to better plan for reusable components.
Membership Application Enhancements
Based on our feature analysis and backlog, we prioritized four key areas of enhancements:
• Enhance product selection with a shopping cart experience
• Faster funding experience, integrated PLAID and simplified funding flow based upon amount
• ID scan for mobile to auto populate required fields for faster usability
• Marketing tracking - "How did you hear about us?" and promo code
Simultaneously, Kinecta underwent a huge company rebrand which influenced all digital products moving forward. A revised digital style guide needed to be created for consistency of brand and voice across channels.
Membership Application with Joint Owner
Also on the roadmap was to provide users the ability to add a joint owner to the primary memberships account. Once the components became more solid we introduced this feature to improve customer satisfaction and help reduce time with back office processes.
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