Credit Union Homepage Redesign

The organization had recently launched a redesigned hero section and product navigation ribbon, improvements to the above-the-fold experience. The focus of this research initiative was the below-the-fold homepage: the product tiles, editorial sections, community content, and newsletter module that made up the bulk of the page.

A baseline study and competitive analysis had already surfaced gaps. This research was scoped to answer three questions: what do users expect to see on a credit union homepage, in what order, and in what design style?

Two homepage versions were evaluated across the research program. The baseline homepage (used for initial testing) served as the benchmark. The redesigned homepage incorporated research findings, reflecting a new section order, content additions, and removal of lower-priority sections.

Key section changes, annotated

The study was structured across three parallel workstreams: brand-agnostic section evaluation (what content users want, stripped of design), style and tone preference testing (how users want it to look and feel), and a direct homepage review (rating the current experience). A full baseline survey preceded a targeted clarification survey on the highest-ambiguity questions.

Methods applied

76 participants completed the baseline survey (36 female, 40 male). A targeted 22-participant panel conducted deeper preference testing, equally split across mobile and desktop, allowing direct comparison of platform-specific behaviors.

Dimensions tracked: income range · gender · age group (20s–50s) · primary banking institution. Age distribution was even across all cohorts. Primary banks spanned national, regional, and credit union institutions.

Participants consistently prioritized sections tied to frequent access and financial transparency, directly counter to the section mix present in the baseline homepage. The IH analysis filter, applied brand-agnostically across all candidate sections, produced a clear and actionable priority stack.

Recommended informational hierarchy

Highlighted rows reflect the top 3 sections retained across both homepage versions. Rows 4–8 represent research-recommended additions not yet fully implemented in either version.

Rates & identity clarity as top-priority gaps

Participants want a homepage that is easy to scan, with a balanced mix of information and visuals, and a financial institution that presents itself with a warmer, community-oriented tone. These preferences directly informed the product tile copy structure in the redesigned homepage.

Users visited 6 competitor homepages (Chase, Truist, Stripe, Wise, Celine, Pinterest), chose their preferred overall style, then rated each site on specific attributes. One competitor emerged as the clear benchmark across nearly all measures, cited as the preferred model for homepage style, layout, and warmth.

Scores reflect the highest-rated individual competitor per attribute. Top benchmark scored highest on trust, modernness, and warmth, the preferred model across the majority of participants.

Participants rated the baseline homepage across six criteria. Ratings were broadly high, indicating the foundation is strong, but 46% requested a shorter hero section. This specific, actionable finding informed the redesign's hero approach.

What we learned

Research findings were translated into a section hierarchy recommendation and a set of design directions for the redesign sprint. Key open gaps, rates transparency and member discounts, remain actionable for future iterations.

Consolidating sections

Combine lower-priority but brand-valuable content (community, history, "why bank here") into interactive modules, tabbed sections or card-flip formats, to preserve brand value without cluttering the primary IH.

Rates & member discounts (open gap)

Product tile content structure

50% of participants preferred product name + 2–3 benefit bullets per tile. 72% resonated with a community & personal tone. The redesigned homepage partially implements this, tiles are more descriptive, but copy tone remains transactional in places. Recommendation: lead with a member-benefit headline and follow with concise bullet points in a warmer register.

Newsletter & community section positioning

Newsletter was correctly moved to the bottom of the page in the redesign, consistent with the finding that 60% wanted it removed. The "In your community" section, despite being the #1 unwanted section (69%), was retained. Recommend testing a condensed or interactive version to reduce perceived prominence while preserving brand intent.