Michigan Credit Union — Homepage & High-Impact Page Redesign
This project focused on redesigning the homepage and select high-performing pages for a Michigan-based credit union looking to refresh its digital presence. While the existing site functioned adequately, the client recognized that it leaned too heavily on white space, underutilized their brand color palette, and lacked clear, user-friendly organization.
The homepage redesign addressed both visual design and content strategy. Working closely with the content team, I helped restructure information through a user-first lens—ensuring the top of the page clearly guided visitors toward key services and common goals. The rest of the homepage was designed to support multiple user paths, offering clear entry points for frequent tasks, personalized navigation opportunities, and a more dynamic use of color to create a welcoming and trustworthy experience.
Following the homepage refresh, the project expanded to include other high-traffic, high-conversion pages. Due to budget considerations, we prioritized strategic, incremental improvements rather than a full site overhaul.
In collaboration with the development team, I helped design and define a modular page system that allowed similar yet varied content—particularly across loan-related pages—to be presented consistently without sacrificing usability. This system also streamlined development by reducing build time and supporting easier long-term maintenance.
Throughout the redesign, close collaboration with both content and development teams ensured that each page emphasized the information users were actively seeking, reduced friction in the decision-making process, and made conversion actions—such as applying for a loan—as intuitive and accessible as possible.
The result is a refreshed homepage and supporting pages that balance functionality with brand expression, improve user flow, and strengthen the credit union’s ability to guide users toward meaningful engagement and conversion.
