Filene i3 – Augmented Reality
Filene i3 is a two-year innovation leadership program equipping top credit union professionals with the mindset, tools, and network to lead and shape the future.
Through this cohort-based program, participants work in cross-functional teams to explore and address some of credit unions’ most pressing challenges as identified by Filene’s Think Tank and backed by research from Filene’s Centers of Excellence.
< br>i3 participants learn cutting-edge innovation competencies grounded in three core categories:
Facilitating Innovation: Engaging the diverse perspectives of members, staff, stakeholders, and subject-matter experts to co-create new solutions.
Accelerating Learning: Exploring and iterating new ideas to gain insight, reduce risk, and validate solutions.
Leading Change: Mobilizing people and resources to inspire action and make change happen
Deposit Promotion Hub Landing Page
Scenario: We were tasked with launching four simultaneous deposit promotions at once. Best practice would normally call for a single product/call to action per landing page, and separate customer journeys for each product, in order to create a clear user journey for the customer. However, in this instance, we explored an alternate route to end-goal conversion rather than bottom-of-the-funnel communication methods we’ve used in the past.
Tasks: Develop a journey focused on the end user meeting their savings goals, with interactive engagements throughout their journey that would end in product recommendations based off of their needs.
Actions:
– Define use cases for each product we were promoting, connected to common user needs we’ve encountered in the past, corroborated with present member feedback.
– Use SEO keyword research to better understand what questions end users were trying to answer when looking online.
– Develop a template for each use case that would allow each product to fit within the same interactive experience, meeting SEO keyword and member feedback needs.
– Design a site that use javascript and css to create a rudimentary level of interactivity focused on the users input and subsequent needs.
– Design ways to hide information and reveal as needed based on the users actions to prevent cognitive overload.
– Develop interactive calculators to give end-users an idea of their savings based on their chosen product type.
Results:
20% Conversion rate across all iterations of the website over a 3 month time period (April to June 2023)
Increased scroll depth and click mapping compared to past promotional websites
Increase in new money deposited from traditional banking sources over a 3 month time period (April to June 2023)
Cannabis Member Testimonials
The primary objective of this campaign was to spotlight our Cannabis industry credit union members, their struggles, the obstacles that they face every day, and to give a platform for their stories. We wanted to increase not only awareness of what our cannabis industry members face on a daily basis, but increase awareness that our credit union is willing to bank this under-served and underbanked demographic when many other FI’s can’t or won’t.
Salal Credit Union
Salal Credit Union’s history as Group Health Credit Union, and a previous re-brand in 2014, had set Salal up as strategically serving healthcare professionals throughout the Pacific Northwest. However, with the legalization of cannabis in Washington state, and the opportunity to begin financing solar panel installations and home improvements for homeowners, Salal saw itself moving in very different strategic directions than the organization previously planned for. Because of these quick shifts in who Salal was serving, the brand needed a strategic makeover in order to be used effectively.
The process began with a brand audit, focused on discovery around the ways the existing brand succeeded, and where it was no longer relevant. Using board member, credit union member, and employee feedback and input, I led our internal team through the process of iterating and building out brand pillars: Archetype, Values, Mission, Vision, Purpose, and Positioning. Once established, the voice and visual systems followed.
Finally, our team custom shot and animated training videos that helped bring our new brand identity to life, and developed an internal training website that took employees through interactive modules dedicated to each brand pillar. Employees were introduced to each module via an email drip campaign that opened a new module each week, offering bite sized opportunities for our employees to learn a lot of information over a slightly longer period of time.
Web Design – Salal Credit Union
Salal CU’s existing website was 8 years old, which justified not only a re-design, but also a total overhaul of how information, UI, the UX, and design supported organizational strategy.
We approached re-mapping the site first around a topic cluster concept, in that each business line and meaningful cluster of information was structured as a content pillar. The goal was to strengthen cross-link relationships in order to increase site performance while also making it easier for a user to find and act on what they needed. The site’s primary focus was conversions and sales, with secondary goals of informing existing consumers and brand storytelling.