American Airlines Credit Union

American Airlines Credit Union (AACU) was looking to modernize their digital experience to improve customer satisfaction and elevate their brand.

Role: Design Lead, Concept, Brand
Tools: Sketch, Invision, Adobe Illustrator, Adobe Photoshop
Year: 2017

Context

American Airlines Federal Credit Union was founded in 1936 by a small group of American Airlines employees who shared the goal of creating a member-owned, cooperative financial institution where employees could help one another. A part of the airline industry for more than eight decades, AACU is firmly focused on what works best for the member-owners. They offer a wide array of products and services and carry a net worth of more than $761.1 million and assets surpassing $8.5 billion.

Project Goals:

  1. Design an appealing and functional website that would require less time to maintain, be more user-friendly, and increase user trust.

Project Notes:

In our initial meeting with AACU we heard how difficult it was to make updates to their existing website. There was a lot of churn involved in creating visual assets and for all of the work, none of it seemed to be working for the user. Our User Sentiment Surveys revealed that the current experience was frustrating, the navigation was confusing and in general users felt the site was “out of date.” It was also not responsive.

Working closely with their marketing team, I was able to transform the AACU web presence by introducing a brighter, more screen-friendly color palette and fresh typography set. With these two pillars established and in collaboration with the UX team lead, we completely overhauled their site, giving autonomy back to their users and providing an experience that made them “proud members of AACU.”

Result:

AACU’s new digital experience was one that served their customers better through intelligent content strategy, intuitive way-finding elements and a strong, ownable new brand. For their content authors, they benefitted from a structured and documented design system that’s flexible enough to grow as they do.