.jpg)
To enhance the user experience and design consistency of the Glasgow Credit Union (GCU) app and website, transitioning the institution from a traditional credit union to a digital-first business.
As part of the project with GCU, I led a comprehensive UX and design overhaul aimed at creating a more cohesive and user-friendly platform. The initiative was driven by the need to modernise GCU’s digital presence and improve their operational efficiency. The process began with stakeholder engagement, involving key personnel from various departments such as operations, IT, marketing, and customer success. This collaborative effort ensured that the new design aligned with both business strategy and user needs.
- Identified and addressed key UX and design inconsistencies, resulting in a more cohesive and user-friendly platform.
- Increased loan applications via the app due to improved user experience.
- Reduced call centre load by enhancing the login/signup process and enabling users to amend personal details within the app.Enhanced stakeholder satisfaction by aligning the design with business goals and user needs.
During the research phase, I conducted in-depth stakeholder interviews to understand the specific requirements and vision for the new platform. This was complemented by user research, including focus groups and interviews, to identify pain points and needs of both new and existing users. The insights gathered from these sessions informed the design strategy and helped us prioritise features that would have the most significant impact.
In the concept development phase, I developed detailed user journey maps to visualise and address key pain points. This process involved creating high-fidelity wireframes and polished UI designs that aimed to provide a seamless user experience. The designs were iteratively refined based on feedback from usability testing sessions, ensuring that the final product met user needs and expectations.
The execution phase involved implementing an iterative design process, continuously incorporating feedback to enhance the prototypes. Key features developed included an improved login/signup process, an intuitive dashboard for account management, and the ability for users to amend personal details within the app. These enhancements significantly reduced the load on GCU’s call centre by enabling users to complete tasks independently online.
We delivered a revamped digital platform that included a user-friendly app and website, streamlined navigation, and a consistent design language. The new platform featured enhanced loan application processes, clear data visualisations, and improved mobile optimisation. These changes resulted in increased user satisfaction, higher engagement rates, and a strengthened GCU brand.
