We began with a ground-up approach to understanding the culture, stakeholders, and leaders at SF Fire Credit Union. From branch employees to VPs, we conducted interviews across the service roadmap to entrench ourselves in the processes and culture that shape the credit union.
Extractable then led a series of visioning workshops to develop the goals, vision, and values of the Credit Union. In expanding upon them, we established the strategic pillars that would act as our north star throughout the project.
In this phase we garnered insights from the top down; and developed a business case and ROI model, defined and prioritized key performance indicators, detailed a digital strategy to improve user experience via research and analysis, developed a digital growth strategy and technology roadmap.
After an internal discovery phase, we conducted thorough member research. After all, to make good on the brand promise we established of “putting members first,” we had to let them drive the digital experience.
We interviewed members, firefighters, and community leaders to inform our action plan. The Extractable user experience team analyzed member behavior qualitatively, through user interviews and comparative market research. In parallel, the analytics teams gathered quantitative metrics about customer behavior with dynamic tracking; leveraging our years of specialization in financial services data analytics for comparative analysis.
We accumulated a mountain of data, and zeroed in on shining opportunities that were previously unknown. Market opportunity areas, unique member challenges, service design blockers — all rose to the surface.
The information gleaned informed our personas, journeys, service roadmaps —and ultimately a new user experience and updated brand identity.