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LakeTrust Credit Union

Banking App Optimization

Analyze and improve the overall UX of the LakeTrust Credit Union Web and Mobile Apps

Banking UX Mobile App Brand Experience Consultation

ROLE/TEAM

Consultant
UX Designer
UI Designer
Art Director

TOOLS

Figma/Figjam
Nova
Adobe CC
Jira
SharePoint
MS Forms
TestFlight

DATE/DURATION

2 months
May 2025 — Late June 2025

Situation

Overview: LakeTrust, a regional credit union serving the mid and Great Lakes area, was preparing to launch a new website and mobile app after more than a year of development. Just weeks before the planned September 2025 release, executive leadership reviewed the final designs and noted that the interface felt fragmented, with elements that seemed to "float" without unity or clear purpose.

Goals

Create a cohesive, emotionally engaging digital experience that reflects LakeTrust's brand values and builds trust and belonging with members.

Constraints

Tight timeline to go live; need to integrate with existing brand assets and ensure consistency across web and mobile platforms.

Stakeholders

Executive Leadership Product Team Design Development Branding/Marketing
fragmented banking app interface before redesign scattered elements poor visual hierarchy

Tasks

The brand already possessed a solid, authentic platform. The opportunity was to translate those strengths into a consistent, meaningful digital experience that invites deeper emotional engagement with members.

Move beyond a superficial redesign to a deliberate expression of LakeTrust's values, emphasizing warmth and community, and leveraging best-in-class cues from competitors to foster trust and belonging.

Key Objectives

Emotional Connection

Rather than a superficial redesign, aim to shift how LakeTrust expresses its values—placing warmth and community at the forefront, visually and experientially.

Strategic Asset Reuse

Strategically reuse existing brand assets and explore best-in-class options from competitors to design an interface that conveys polish while fostering real trust and belonging among members.

Community Focus

Create a cohesive digital experience that reflects LakeTrust's commitment to community and builds lasting relationships with members.

Action

Approach

Adopted a purpose-driven refresh of LakeTrust's digital identity, selecting visual details that connect with where members are and where they want to go.

Visual & Messaging Strategy

Replaced generic visuals with vibrant video stories, personalized goal-oriented messaging, and bold, energizing graphics aligned with core brand values.

Touchpoint Focused Experience

Each touchpoint—especially often overlooked ones—was redesigned to be memorable, reinforcing warmth and reassurance throughout the member's financial journey.

Competitive Analysis

Conducted a rigorous benchmark of top digital experiences (e.g., Truist Bank, Bank of America, Delta Community Credit Union) to identify opportunities for differentiation within the banking/credit union space.

Foundational UX

Rethought navigation, structure, and interaction patterns to ensure every part of the experience feels intentional and connected, while keeping the timeline tight.

Humanizing Digital Presence

I reworked the content and introduced warmer messaging and authentic brand voice, video, and photography that reflect members' lives.

Brand Alignment

Ensured enhancements are thoughtfully woven into LakeTrust's existing brand ethos, staying true to its identity and values.

Visual Design & Guide

Design Approach: Started with a defined array of fonts, colors, and styles from the current brand guide. These served as inspiration for all proposed solutions and designs.

Style Guide

banking app style guide color palette typography system brand guidelines warm colors community focused design

Transforming Digital Touch Points into Emotional Connections

Content & Imagery

Added dynamic content (video), goal-focused, personally tailored messaging, and warmer, more colorful graphics.

Landing Pages & Banners

Presented new landing page options and banner designs that emphasize warmth and personal relevance.

Login Views

Reimagined login screens to feel welcoming and human, reinforcing a sense of presence in members' lives.

Overall Experience

Aimed to connect with the brand ethos while signaling LakeTrust's supportive presence at key moments in members' lives.

Concept Items

banking app concept designs warm community focused interface personalized messaging vibrant colors human centered
Landing Pages
banking landing pages redesign warm welcoming interface community focused messaging personal relevance
Login Pages
banking login page redesign welcoming human interface trust building secure authentication user friendly
Banner Layouts
banking banner layouts warm messaging personal relevance community focused design engaging visuals
View Figma

Deliverables

Mini Style Guide

Foundational items capturing the vision to support the design direction

Visual Concepts

Guidelines that translate brand ethos into the digital experience

Shareable References

Documentation for leadership, product, and development teams

Implementation Guide

Detailed specifications for web and mobile app consistency

banking app deliverables documentation style guide visual concepts implementation guidelines team references

Result

Based on feedback from the leadership review, the digital experience now feels genuinely attentive and relevant across life stages. By prioritizing authentic engagement and emotional connection at every step, LakeTrust strengthens trust, inspires loyalty, and positions itself as a true partner through members' most important moments.

The enhancements proposed pave the way for deeper member satisfaction, supporting ongoing growth and a stronger community around LakeTrust's mission.

Emotional Connection
Warmer, more engaging digital presence
Brand Trust
Strengthened member confidence and loyalty
Community Growth
Stronger member community engagement

UX Impact

Key Achievements

  • Members experience a warmer, more engaging digital presence that reinforces trust
  • Design continues to reflect LakeTrust's identity and values through typography, color, imagery, and voice
  • Content and visuals are purposefully aligned with members' goals and life moments
  • Increased perceived relevance through personalized messaging
  • Enhanced emotional connection across all digital touchpoints
  • Strengthened brand alignment and member loyalty