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: Onboarding for New Members
Role: UX/UI Designer
Product
After users are approved for Membership the onboarding process provides steps to retrieve their member number and access to their accounts.
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 with a new onboarding experience
Provide easy steps and set expectations
Develop a secured experience to retrieve their member number
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ANALYSIS
• Competitor Review
• Stakeholder Interviews
• Define Features
As the lead UX designer, I saw an opportunity to improve the user journey of their first member experience. I researched the onboarding process for competitors and determined high level member needs and benefits.
- What are key user needs, mindsets, pain points and opportunities?
- 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?
I created a user flow and mockups to pitch my concept to the product owner, marketing and key stakeholders. Once the proof of concept was approved and resources were allocated the team started further analysis. We worked with our engineering team and stakeholders to explore this new product in depth by holding deep dives and Q&A sessions. After gaining an understanding of primary flows, competitor review, user personas and technical constraints, we developed the product definition.
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PRODUCT DEFINITION
• User Flows
• Feature Analysis and Sizing
Our primary goal was to improve customer satisfaction with their first experience as a member as well as to communicate the professionalism of Kinecta’s brand. Our biggest challenge was to provide only the immediate steps and not overwhelm the new member with too much information.

Many iterations of the user flow was created and presented influenced by existing business work flows. Moving beyond technical constraints the team assessed and prioritized features from an engineering, business value, and user impact perspective.
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DESIGN & IMPLEMENTATION
• Lo-Fidelity Mockups
• Hi-Fidelity Prototypes
• Content Review and Strategy
• UI Style Guide
• Developer Coordination
I worked closely with the product owner and marketing to further define the product requirements. To facilitate UX discussions, mockups were created and reviewed by stakeholders and the development team. Many iterations to accommodate business rules, technical constraints and compliance/risk requests.
I further evolved the UI style guide to include icons from this new product. I then created hi-fidelity prototypes considering the desktop vs mobile experience and partnering with marketing for content.
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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.
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MAINTENANCE
• Feature Analysis
• Iterative Process
• Roadmap Planning
After the first deployment we held a 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.
Member Onboarding Enhancements

Based on our feature analysis and backlog, we prioritized three key areas of enhancements:
• Provide more options for member support
• Communicate two new digital banking features
• Revise UI with new Kinecta brand and voice for consistency across channels
Hi-fidelity mockups and prototypes were created to review the enhancements with the development team and stakeholders. Usability testing, deployment assistance.
Key Product Enhancements:
• Added Credit Score & Report feature benefit card
• Option to download certificates after enrollment
• Added quick access for Personal Loans information
• Include access to book an appointment
• Provide access to view branch locations
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