Mountain America credit union
Attracting new customers by putting a focus on personalization.
Mountain America Credit Union’s (MACU) non-member website was out-of-date, and lacking the most relevant information for various non-member audiences
To position MACU as a leader in innovation within the financial services industry, we based the site experience—UX, functionality and design—on one key strategic position: a concierge, not a library. The idea of serving up content like a concierge versus searching for content (like at a library) enabled us to service customers and potential customers online the same way they were being treated in branches.
Personalization + Contextual Content + Progressive Disclosure: Expressing the MACU brand and the way they do business.
Pauline Ploquin, Chief Relationship Officer / Struck
"The intersection of finance and technology is a great place to explore what customers and users really want and expect from a banking experience. They're real-world challenges that push our teams to dig deep into data and to understand the user."
What We've Done
Mountains in America