UFCU Loans Entry Point:
Eliminating 74% Branch Frustration
Eliminating 74%
Branch Frustration:
UFCU Loan Entry Point
UFCU Loans Entry Point:
Eliminating 74% Branch Frustration
UX INTERNSHIP
UX INTERNSHIP
UX INTERNSHIP
BANKING APP & WEB
BANKING APP & WEB
BANKING APP & WEB
2025
2025
2025
TIMELINE
TIMELINE
TIMELINE
July 2025
July 2025
July 2025
MY ROLE
MY ROLE
MY ROLE
UX Intern
Lead Designer
UX Intern
Lead Designer
UX Intern
Lead Designer
STAKEHOLDERS
STAKEHOLDERS
STAKEHOLDERS
UX Team
OM3 Product Owner
Developers
UX Team
OM3 Product Owner
Developers
UX Team
OM3 Product Owner
Developers
WHAT WAS DONE
WHAT WAS DONE
WHAT WAS DONE
UX design
Field Interview
UX design
Field Interview
UX design
Field Interview
PROBLEM
PROBLEM
PROBLEM
Lack of access to lending platforms causes UFCU Members to avoid digital self-service loans.
Lack of access to lending platforms causes UFCU Members to avoid digital self-service loans.
Lack of access to lending platforms causes UFCU Members to avoid digital self-service loans.
UFCU operates 2 disconnected lending systems (OM3 and Mortgage) with no direct access point, forcing members to navigate complex workarounds to access lending services. Technical constrain: OM3's development freeze limited available screens for optimal user flows.
UFCU operates 2 disconnected lending systems (OM3 and Mortgage) with no direct access point, forcing members to navigate complex workarounds to access lending services. Technical constrain: OM3's development freeze limited available screens for optimal user flows.
UFCU operates 2 disconnected lending systems (OM3 and Mortgage) with no direct access point, forcing members to navigate complex workarounds to access lending services. Technical constrain: OM3's development freeze limited available screens for optimal user flows.
OUTCOMES
OUTCOMES
OUTCOMES
Solved pain point reported by 74% of Austin branches
Solved pain point reported by 74% of Austin branches
Solved pain point reported by 74% of Austin branches
Addressed problems discovered through our annual branch visits.
Addressed problems discovered through our annual branch visits.
Addressed problems discovered through our annual branch visits.
Reduced 70% click rate to resume loan applications
Reduced 70% click rate to resume loan applications
Reduced 70% click rate to resume loan applications
Designed new flows for resuming loan application.
Designed new flows for resuming loan application.
Designed new flows for resuming loan application.
Improved Members’ loan discoverability and awareness
Improved Members’ loan discoverability and awareness
Improved Members’ loan discoverability and awareness
Created direct access to loans within members' banking platforms
Created direct access to loans within members' banking platforms
Created direct access to loans within members' banking platforms
Research & Discovery
Research & Discovery
Research & Discovery
Awareness Gaps and Incomplete Journeys in Digital Lending
Awareness Gaps and Incomplete Journeys in Digital Lending
Awareness Gaps and Incomplete Journeys in Digital Lending
PROCESS
PROCESS
Field research
Interview
My involvement
Field research
Interview
My involvement
Field research
Interview
My involvement
23 UFCU branches
60+ front-line staff
6 branches, 15+ staff
23 UFCU branches
60+ front-line staff
6 branches, 15+ staff
23 UFCU branches
60+ front-line staff
6 branches, 15+ staff
GOAL
GOAL
Gather insights on online platforms
Identify current member frustrations
Collect feature requests
Gather insights on online platforms
Identify current member frustrations
Collect feature requests
Gather insights on online platforms
Identify current member frustrations
Collect feature requests
Members were unaware of the consumer lending platforms (OM3), and those who did use it often failed to complete their applications.
Members were unaware of the consumer lending platforms (OM3), and those who did use it often failed to complete their applications.
Members were unaware of the consumer lending platforms (OM3), and those who did use it often failed to complete their applications.
During my internship at UFCU, Austin’s #1 Credit Union, our UX team conducted 23 branch visits. One of the patterns emerged from the staff feedback is the need of improving lending platform navigation, with 17/23 mentioned.
During my internship at UFCU, Austin’s #1 Credit Union, our UX team conducted 23 branch visits. One of the patterns emerged from the staff feedback is the need of improving lending platform navigation, with 17/23 mentioned.
During my internship at UFCU, Austin’s #1 Credit Union, our UX team conducted 23 branch visits. One of the patterns emerged from the staff feedback is the need of improving lending platform navigation, with 17/23 mentioned.
According to front-line staff, current lending platform navigation is causing:
Incomplete journey: Members frequently abandon loan applications because they can't easily resume applications and many miss email-only status updates.
Lack of awareness: Members often visit offline branches instead of utilizing OM3 as they were not aware of OM3.
According to front-line staff, current lending platform navigation is causing:
Incomplete journey: Members frequently abandon loan applications because they can't easily resume applications and many miss email-only status updates.
Lack of awareness: Members often visit offline branches instead of utilizing OM3 as they were not aware of OM3.
According to front-line staff, current lending platform navigation is causing:
Incomplete journey: Members frequently abandon loan applications because they can't easily resume applications and many miss email-only status updates.
Lack of awareness: Members often visit offline branches instead of utilizing OM3 as they were not aware of OM3.
PFRs’ Observations on Member Use of UFCU Loan (OM3)
PFRs’ Observations on Member Use of UFCU Loan (OM3)
PFRs’ Observations on Member Use of UFCU Loan (OM3)
It’d be helpful if we updated loan status in the app or through text. Right now, updates only come through email, and a lot of Members don’t even check it.
-- PFR, Scofield Branch
I haven’t heard much about Members self-servicing loans. Honestly, I don’t think they’re aware it even exists.
-- PFR, Downtown Branch
OM3 uses online banking credentials, but since Members access it via email links, they don’t realize this. Many give up and abandon applications.
-- PFR, Scofield Branch
It’d be helpful if we updated loan status in the app or through text. Right now, updates only come through email, and a lot of Members don’t even check it.
-- PFR, Scofield Branch
I haven’t heard much about Members self-servicing loans. Honestly, I don’t think they’re aware it even exists.
-- PFR, Downtown Branch
OM3 uses online banking credentials, but since Members access it via email links, they don’t realize this. Many give up and abandon applications.
-- PFR, Scofield Branch
It’d be helpful if we updated loan status in the app or through text. Right now, updates only come through email, and a lot of Members don’t even check it.
-- PFR, Scofield Branch
I haven’t heard much about Members self-servicing loans. Honestly, I don’t think they’re aware it even exists.
-- PFR, Downtown Branch
OM3 uses online banking credentials, but since Members access it via email links, they don’t realize this. Many give up and abandon applications.
-- PFR, Scofield Branch
PROBLEM ANALYSIS
PROBLEM ANALYSIS
PROBLEM ANALYSIS
A Linear User Journey Through 4 Different Platforms
A Linear User Journey Through 4 Different Platforms
A Linear User Journey Through 4 Different Platforms
One loan process required members to go through 4 different platforms, each was only optimized for one use case.
One loan process required members to go through 4 different platforms, each was only optimized for one use case.
One loan process required members to go through 4 different platforms, each was only optimized for one use case.
1
Marketing Site
Marketing Site
Marketing Site
The only entry point to start a loan application online. Members need to answer several questions before being navigated to the right loan product.
The only entry point to start a loan application online. Members need to answer several questions before being navigated to the right loan product.
The only entry point to start a loan application online. Members need to answer several questions before being navigated to the right loan product.
2
OM3 & Mortgage
OM3 & Mortgage
OM3 & Mortgage
Handle lending application process (Mortgage for home loan; OM3 for other loan types) from initial application to final document signing.
Handle lending application process (Mortgage for home loan; OM3 for other loan types) from initial application to final document signing.
Handle lending application process (Mortgage for home loan; OM3 for other loan types) from initial application to final document signing.
3
Receive loan approvals and link to resume application for next steps
Receive loan approvals and link to resume application for next steps
Receive loan approvals and link to resume application for next steps
4
Online Banking
Online Banking
Online Banking
After loan document is signed, a loan account will be added to the online banking platform where members can manage their payments.
After loan document is signed, a loan account will be added to the online banking platform where members can manage their payments.
After loan document is signed, a loan account will be added to the online banking platform where members can manage their payments.
Why this 4-platform journey fails members...
Why this 4-platform journey fails members...
Why this 4-platform journey fails members...
1
Platform Confusion
Platform Confusion
Platform Confusion
Forces members to remember which platform handles each loan task, increasing cognitive load (violating Hick’s Law) and decision fatigue.
Forces members to remember which platform handles each loan task, increasing cognitive load (violating Hick’s Law) and decision fatigue.
Forces members to remember which platform handles each loan task, increasing cognitive load (violating Hick’s Law) and decision fatigue.
2
Lack of Direct Access
Lack of Direct Access
Lack of Direct Access
OM3 lacks a proper homepage and product listing page, forcing members to navigate through the marketing site. This extra step creates unnecessary barriers and increases platform complexity.
OM3 lacks a proper homepage and product listing page, forcing members to navigate through the marketing site. This extra step creates unnecessary barriers and increases platform complexity.
OM3 lacks a proper homepage and product listing page, forcing members to navigate through the marketing site. This extra step creates unnecessary barriers and increases platform complexity.
3
Poor Resume Experience
Poor Resume Experience
Poor Resume Experience
The official way to resume applications is through approval emails that members rarely check. The alternative requires going back to the marketing site optimized for new applications (even the CTA says "Apply for a Loan"), making this workaround nearly impossible to discover.
The official way to resume applications is through approval emails that members rarely check. The alternative requires going back to the marketing site optimized for new applications (even the CTA says "Apply for a Loan"), making this workaround nearly impossible to discover.
The official way to resume applications is through approval emails that members rarely check. The alternative requires going back to the marketing site optimized for new applications (even the CTA says "Apply for a Loan"), making this workaround nearly impossible to discover.
Requirements & Constraints
Requirements & Constraints
Requirements & Constraints
Requirements & Constraints That Shaped the Solution
Requirements & Constraints That Shaped the Solution
Requirements & Constraints That Shaped the Solution
Requirement
Include credit card applications
Include credit card applications
Include credit card applications
Even though Members don’t categorize credit cards as ‘loans’, it’s a loan product that we provide. This requires careful design to avoid confusion.
Even though Members don’t categorize credit cards as ‘loans’, it’s a loan product that we provide. This requires careful design to avoid confusion.
Even though Members don’t categorize credit cards as ‘loans’, it’s a loan product that we provide. This requires careful design to avoid confusion.
Requirement
Show next steps for offline applications
Show next steps for offline applications
Show next steps for offline applications
Products not eligible for online applications still needed visibility and clear next steps for members (contact lending specialist).
Products not eligible for online applications still needed visibility and clear next steps for members (contact lending specialist).
Products not eligible for online applications still needed visibility and clear next steps for members (contact lending specialist).
CONSTRAINT
No new screens could be created on other platforms rather than Online Banking
No new screens could be created on other platforms rather than Online Banking
No new screens could be created on other platforms rather than Online Banking
Mortgage using a third-party system, Marketing Site is maintained by the marketing team with no ongoing UX improvements, and OM3 project development on hold, forcing me to work creatively within existing interfaces not designed for optimal user flows.
Mortgage using a third-party system, Marketing Site is maintained by the marketing team with no ongoing UX improvements, and OM3 project development on hold, forcing me to work creatively within existing interfaces not designed for optimal user flows.
Mortgage using a third-party system, Marketing Site is maintained by the marketing team with no ongoing UX improvements, and OM3 project development on hold, forcing me to work creatively within existing interfaces not designed for optimal user flows.
PROCESS
PROCESS
PROCESS
Design Explorations
Design Explorations
Design Explorations
Some explorations and improvements I made along the way while working with products, engineers and UX designers to find the best solutions.
Short on time? Jump to Final Design →
Some explorations and improvements I made along the way while working with products, engineers and UX designers to find the best solutions.
Short on time? Jump to Final Design →
Some explorations and improvements I made along the way while working with products, engineers and UX designers to find the best solutions.
Short on time? Jump to Final Design →
Entry Point Explorations
Entry Point Explorations
Product listing style
Product listing style
Credit Card Positioning
Credit Card Positioning
SECTION NAME CHANGE
SECTION NAME CHANGE
FINAL DESIGN
FINAL DESIGN
FINAL DESIGN
A Dedicated Entry Point within online banking
A Dedicated Entry Point within online banking
A Dedicated Entry Point within online banking
NEXT STEPS
NEXT STEPS
NEXT STEPS
Further Enhancement Opportunities
Further Enhancement Opportunities
Further Enhancement Opportunities
My design represents the optimal solution given the available time and resources (2-week sprint).
If the OM3 team resumes development, several enhancements could create a more integrated experience.
My design represents the optimal solution given the available time and resources (2-week sprint).
If the OM3 team resumes development, several enhancements could create a more integrated experience.
My design represents the optimal solution given the available time and resources (2-week sprint).
If the OM3 team resumes development, several enhancements could create a more integrated experience.
OM3
Resume Applications dashboard
Resume Applications dashboard
Resume Applications dashboard
This dedicated page would provide appropriate content for users without existing applications while offering clear pathways for those with in-progress loans.
This dedicated page would provide appropriate content for users without existing applications while offering clear pathways for those with in-progress loans.
This dedicated page would provide appropriate content for users without existing applications while offering clear pathways for those with in-progress loans.
Online banking
Real-time lending status updates
Real-time lending status updates
Real-time lending status updates
Eliminate the need for members to manually open lending platforms or constantly checking emails by displaying application progress directly within the banking platform.
Eliminate the need for members to manually open lending platforms or constantly checking emails by displaying application progress directly within the banking platform.
Eliminate the need for members to manually open lending platforms or constantly checking emails by displaying application progress directly within the banking platform.
OM3
Centralized product listing page
Centralized product listing page
Centralized product listing page
Create a single source of truth for loan information, allowing online banking and marketing sites to serve as simple redirects. This would create cleaner user flows and reduce content duplication across platforms.
Create a single source of truth for loan information, allowing online banking and marketing sites to serve as simple redirects. This would create cleaner user flows and reduce content duplication across platforms.
Create a single source of truth for loan information, allowing online banking and marketing sites to serve as simple redirects. This would create cleaner user flows and reduce content duplication across platforms.
Have a challenge?
Let’s solve it together!
© 2025 Giang Dinh. All rights reserved.
Have a challenge?
Let’s solve it together!
© 2025 Giang Dinh. All rights reserved.
Have a challenge?
Let’s solve it together!
© 2025 Giang Dinh. All rights reserved.