Gesa Credit Union New Accounts & Loans Research

To support a fundamental design shift at Gesa, our team was tasked with understanding Gesa’s members and completely redesigning the application process for accounts and loans.

For this project, I spearheaded foundational research around the banking application processes to uncover the values, needs, and pain points of Gesa Credit Union customers which resulted in a journey map and initial persona development. These findings informed design concepts which, after being evaluated through concept testing I led, were refined and slotted for development.

This work helped Gesa shift toward a user-centered design process, based on customers’ needs and desires rather than their assumptions.