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Overview

Strategy

Research

Ideation

Designs

Outcomes

BECU · 2025

Reimagining BECU.org

From Product-First to Member-First Experiences

Led a member-first redesign of BECU.org, shifting credit card discovery from product-led flows to needs-based journeys grounded in trust, clarity, and self-service.

Led a member-first redesign of BECU.org, shifting credit card discovery from product-led flows to needs-based journeys grounded in trust, clarity, and self-service.

TIMELINE

16 weeks

ROLE

Product Designer

TEAM

1 Strategist

2 Product Designers

2 Researchers

SKILLS

Concept Design

Strategy

Web Design

Problems & Goals

Information is hard to find

Excessive jargon and fragmented navigation overwhelms users, resulting in confusion and low tree test success.

GOAL 1

Improve Wayfinding

Redesign navigation and key journeys so users can easily find information and reduce reliance on support channels.

High traffic to Support Center

Because users can’t locate key information on the site, they turn to the Support Center, driving high traffic.

GOAL 2

Enhance Self-Service

Empower users with contextual support and tools to resolve common issues and provide clear guidance.

Product-first journeys

Current credit card flows prioritize products over customer needs, creating friction and lowering confidence.

GOAL 3

Needs-based journeys

Shift to needs-based guidance that builds trust and supports financial goals.

Strategy

These pillars were co-created with Marketing, Digital, and UX leadership and were grounded in their core goals and problems, driving the overall UX strategy.

These pillars were co-created with Marketing, Digital, and UX leadership and were grounded in their core goals and problems, driving the overall UX strategy.

These pillars were co-created with Marketing, Digital, and UX leadership and were grounded in their core goals and problems, driving the overall UX strategy.

Digital Front Door

ENTRY

A mobile-first entry point where users first engage with BECU.

Member Activation

ACTION

Turning passive users into engaged participants with clear decision paths and guidance, driving adoption.

Personalization

RELATIONSHIP

Tailoring experiences to each users financial goals to build trust, retention, and deeper value.

RESEARCH

Aligning on stakeholders needs

In order to further understand user and business needs, I conducted research to ensure our design solutions were grounded in evidence and best practices.

In order to further understand user and business needs, I conducted research to ensure our design solutions were grounded in evidence and best practices.

Competitive Analysis

I benchmarked BECU against industry standards to identify trends, best practices, and opportunities for differentiation.

Stakeholder Interviews

I engaged with 12 internal stakeholders to clarify business goals, uncover gaps, and ensure alignment across teams.

Discovery Interviews

I helped moderate research sessions to understand motivations, needs, and barriers in selecting credit cards.

Card Sorting

I ran card sorting to reveal user mental models and reorganize navigation to match their expectations.

KEY FINDINGS

Building trust through clear product value

01

Customers are seeking financial security, using credit cards as tools to stretch their budget and offset rising inflation costs.

02

Customers desire clear, jargon-free information and personalized guidance to navigate a complex credit card landscape. They usually stick to banks they already have trust with.

03

The business needs a website that showcases value, builds trust, and drives acquisitions.

Design Principles

These principles served as guardrails, grounding every design decision in member needs, research insights, and a unified product vision.

01

Goal-Driven Journeys

Design needs-based paths that reflect real financial goals and help users make confident, financially conscious decisions.

02

Trust Through Transparency

Build credibility with clear language, honest signals, transparent fees, and visible community impact.

03

Contextual Support

Provide timely guidance based on user context, reducing reliance on the Support Center through proactive help + tools.

04

Clarity First

Show product information upfront and without jargon so users can quickly grasp value and make informed decisions.

05

Lead With Member Value

Communicate the distinct benefits of a member-focused + community-driven credit union dedicated to financial well-being.

IDEATION WORKSHOPS

Co-creating the Product Discovery Journey

I helped run a 4 day design sprint where teams came together to focus on the primary journey centered on product discovery. Together, we ideated, prototyped, and tested our concepts.

I helped run a 4 day design sprint where teams came together to focus on the primary journey centered on product discovery. Together, we ideated, prototyped, and tested our concepts.

Empathy Mapping

Mapped motivations, pain points, and goals for Members + Prospects.

How Might We

Framed each journey step into questions to inspire creative solutions.

Crazy 8’s

Collectively generated rapid sketches and shared a wide range of ideas.

PERSONA

Prospective Customer

Using all the research that was collected, we designed for a Prospect who is not a current BECU member to focus on new acquisitions.

Using all the research that was collected, we designed for a Prospect who is not a current BECU member to focus on new acquisitions.

Anita, 36

IT Recruiter • Seattle

Prospect

“Show me how this card makes every dollar work harder with clear cash back on my everyday spend.”

About

  • Financially stable but cautious

  • Maximizes value through rewards and bonuses

  • Researches online channels for best offers and comparisons

Goals:

  • Maximize cash back on spending to offset rising costs

  • Maintain/improve strong credit score

  • Redeem points easily to reduce bills

Needs:

  • Fast process: Prequalification, applications, instant virtual card

  • Clear information: Rates, fees, and card benefits

  • Trust + Support: Strong customer service reputation, quick access to support and knowledgeable reps

Income:

$120K

Credit profile:

Prime (~ 700–780)

Channels:

Nerd Wallet

Devices:

PRIMARY JOURNEY

Product Discovery

The first journey was focused on Product Discovery, where I mapped how Prospects search for and evaluate a new credit card based on previous research.

DESIGN

Two design directions

Based on insights, we prototyped 2 concepts: a site upgrade and a long-term AI-driven experience. Toggle below to explore both concepts!

Based on insights, we prototyped 2 concepts: a site upgrade and a long-term AI-driven experience. Toggle below to explore both concepts!

DESIGN

Concept Designs

My design partner and I explored 2 complementary concepts: a near-term site refresh and a long-term, AI-driven experience. While my partner led the former, I owned the latter. This is where I landed:

AI Concierge

Inspired by the welcoming in-branch experience, this conversational AI assistant is meant to offer personalized guidance, answers follow-up questions, and delivers tailored recommendations using natural language processing.

Digital Front Door

I introduced mosaic tiles above the AI Concierge as an interactive entry point, allowing users to explore BECU’s offerings, value, and mission through clear benefits, expandable details, and direct calls to action.

Member Profile

The concierge gathers information shared by the user to suggest products and services. It also guides the customer to take the first step in becoming a BECU member by offering a Digital Member Card to pickup where they left off.

USER RESEARCH

Testing the concept

I moderated and took notes for sessions where we explored initial user reactions to the prototype, trying to understand user comprehension and overall desirability.

Goals

  • Uncover if users clearly grasp BECU’s identity, membership model, and credit union value

  • How comfortable users feel with an AI-driven experience, and the Member Profile

  • How users expect to navigate financial tasks today and in the future, and how AI fits into those mental models.

Method

  • Remote, Moderated

  • 30 mins

  • n=6 participants

  • Figma Prototype

KEY FINDINGS

Users want AI guidance with familiar, trusted controls

01

AI adds value, but replacing navigation reduces user control

Participants appreciated AI’s guided prompts and contextual information, but they still want control through menus, search, and predictable navigation - especially for quick tasks or repeat visits.

02

Trust hinges on transparency, clarity, and specificity

Users need clear explanations of data use, security, and AI’s role, alongside more specific and actionable product information to build confidence.

03

The “Member Profile” concept is desirable but confusing as named

Every participant misunderstood the label, expecting a logged-in area. They see the value in personalized recommendations, but prefer a different name, clearer framing, and transparency about what data is being used.

04

Users show greater trust in NLP-powered AI assistants

Participants expressed higher trust in NLP (natural language processing) AI over basic chatbots, but full adoption requires reassurance, visible trust signals, and ability to verify information through traditional paths.

DESIGN

Concept Designs

My design partner and I explored 2 complementary concepts: a near-term site refresh and a long-term, AI-driven experience. While my partner led the former, I owned the latter. This is where I landed:

AI Concierge

Inspired by the welcoming in-branch experience, this conversational AI assistant is meant to offer personalized guidance, answers follow-up questions, and delivers tailored recommendations using natural language processing.

Digital Front Door

I introduced mosaic tiles above the AI Concierge as an interactive entry point, allowing users to explore BECU’s offerings, value, and mission through clear benefits, expandable details, and direct calls to action.

Member Profile

The concierge gathers information shared by the user to suggest products and services. It also guides the customer to take the first step in becoming a BECU member by offering a Digital Member Card to pickup where they left off.

USER RESEARCH

Testing the concept

I moderated and took notes for sessions where we explored initial user reactions to the prototype, trying to understand user comprehension and overall desirability.

Goals

  • Uncover if users clearly grasp BECU’s identity, membership model, and credit union value

  • How comfortable users feel with an AI-driven experience, and the Member Profile

  • How users expect to navigate financial tasks today and in the future, and how AI fits into those mental models.

Method

  • Remote, Moderated

  • 30 mins

  • n=6 participants

  • Figma Prototype

KEY FINDINGS

Users want AI guidance with familiar, trusted controls

01

AI adds value, but replacing navigation reduces user control

Participants appreciated AI’s guided prompts and contextual information, but they still want control through menus, search, and predictable navigation - especially for quick tasks or repeat visits.

02

Trust hinges on transparency, clarity, and specificity

Users need clear explanations of data use, security, and AI’s role, alongside more specific and actionable product information to build confidence.

03

The “Member Profile” concept is desirable but confusing as named

Every participant misunderstood the label, expecting a logged-in area. They see the value in personalized recommendations, but prefer a different name, clearer framing, and transparency about what data is being used.

04

Users show greater trust in NLP-powered AI assistants

Participants expressed higher trust in NLP (natural language processing) AI over basic chatbots, but full adoption requires reassurance, visible trust signals, and ability to verify information through traditional paths.

DESIGN

Concept Designs

My design partner and I explored 2 complementary concepts: a near-term site refresh and a long-term, AI-driven experience. While my partner led the former, I owned the latter. This is where I landed:

AI Concierge

Inspired by the welcoming in-branch experience, this conversational AI assistant is meant to offer personalized guidance, answers follow-up questions, and delivers tailored recommendations using natural language processing.

Digital Front Door

I introduced mosaic tiles above the AI Concierge as an interactive entry point, allowing users to explore BECU’s offerings, value, and mission through clear benefits, expandable details, and direct calls to action.

Member Profile

The concierge gathers information shared by the user to suggest products and services. It also guides the customer to take the first step in becoming a BECU member by offering a Digital Member Card to pickup where they left off.

USER RESEARCH

Testing the concept

I moderated and took notes for sessions where we explored initial user reactions to the prototype, trying to understand user comprehension and overall desirability.

Goals

  • Uncover if users clearly grasp BECU’s identity, membership model, and credit union value

  • How comfortable users feel with an AI-driven experience, and the Member Profile

  • How users expect to navigate financial tasks today and in the future, and how AI fits into those mental models.

Method

  • Remote, Moderated

  • 30 mins

  • n=6 participants

  • Figma Prototype

KEY FINDINGS

Users want AI guidance with familiar, trusted controls

01

AI adds value, but replacing navigation reduces user control

Participants appreciated AI’s guided prompts and contextual information, but they still want control through menus, search, and predictable navigation - especially for quick tasks or repeat visits.

02

Trust hinges on transparency, clarity, and specificity

Users need clear explanations of data use, security, and AI’s role, alongside more specific and actionable product information to build confidence.

03

The “Member Profile” concept is desirable but confusing as named

Every participant misunderstood the label, expecting a logged-in area. They see the value in personalized recommendations, but prefer a different name, clearer framing, and transparency about what data is being used.

04

Users show greater trust in NLP-powered AI assistants

Participants expressed higher trust in NLP (natural language processing) AI over basic chatbots, but full adoption requires reassurance, visible trust signals, and ability to verify information through traditional paths.

Outcomes & Impact

01

Near-term Roadmap

  • Positioned the redesign on a near-term roadmap to improve usability, self-service, and trust

  • Delivered actionable recommendations for navigation, key tools, and content updates across the homepage and credit card journeys

01

Near-term Roadmap

  • Positioned the redesign on a near-term roadmap to improve usability, self-service, and trust

  • Delivered actionable recommendations for navigation, key tools, and content updates across the homepage and credit card journeys

01

Near-term Roadmap

  • Positioned the redesign on a near-term roadmap to improve usability, self-service, and trust

  • Delivered actionable recommendations for navigation, key tools, and content updates across the homepage and credit card journeys

02

Enhanced Cross-Team Alignment

  • Provided a shared understanding of user needs and business goals across Marketing, Digital, and UX teams

  • Offered a unified lens for teams that previously worked in silos, enabling coordinated decision-making

02

Enhanced Cross-Team Alignment

  • Provided a shared understanding of user needs and business goals across Marketing, Digital, and UX teams

  • Offered a unified lens for teams that previously worked in silos, enabling coordinated decision-making

02

Enhanced Cross-Team Alignment

  • Provided a shared understanding of user needs and business goals across Marketing, Digital, and UX teams

  • Offered a unified lens for teams that previously worked in silos, enabling coordinated decision-making

03

Trust for Financial Security

  • Informed design choices that build confidence in product selection and reduce friction in financial decision-making.

  • Highlighted areas for improving trust messaging

03

Trust for Financial Security

  • Informed design choices that build confidence in product selection and reduce friction in financial decision-making.

  • Highlighted areas for improving trust messaging

03

Trust for Financial Security

  • Informed design choices that build confidence in product selection and reduce friction in financial decision-making.

  • Highlighted areas for improving trust messaging

04

Pushing the Boundaries with AI

  • Envisioned an AI chatbot to deliver personalized, context-aware guidance across the credit card discovery journey

  • Reimagined how a traditional financial institution can build and maintain trust through AI-driven support

04

Pushing the Boundaries with AI

  • Envisioned an AI chatbot to deliver personalized, context-aware guidance across the credit card discovery journey

  • Reimagined how a traditional financial institution can build and maintain trust through AI-driven support

04

Pushing the Boundaries with AI

  • Envisioned an AI chatbot to deliver personalized, context-aware guidance across the credit card discovery journey

  • Reimagined how a traditional financial institution can build and maintain trust through AI-driven support

05

"This is a revolution for BECU" - Chief of XD

  • Won executive sponsorship and positioned the work as the catalyst for 2026 funding

  • Armed the executive team with a clear vision, shifting the narrative from a "website repaint to a brand-forward transformation", accelerating decisions + funding momentum

05

"This is a revolution for BECU" - Chief of XD

  • Won executive sponsorship and positioned the work as the catalyst for 2026 funding

  • Armed the executive team with a clear vision, shifting the narrative from a "website repaint to a brand-forward transformation", accelerating decisions + funding momentum

05

"This is a revolution for BECU" - Chief of XD

  • Won executive sponsorship and positioned the work as the catalyst for 2026 funding

  • Armed the executive team with a clear vision, shifting the narrative from a "website repaint to a brand-forward transformation", accelerating decisions + funding momentum

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