AUSTIN, Texas–United Heritage Credit Union is reporting the deployment of artificial intelligence and other technologies have made its newly relaunched website significantly faster for its members.
The newly redesigned site replaces the six-year-old site United Heritage had been using.
“The legacy site was advanced for the time, but we wanted to improve as technology evolved,” said Kevin Farley, UHCU’s AVP of digital and brand experience. “I think our members will be very thrilled with our new site.”
UHCU said it conducted research on how the website could be improved.
“We examined the behavior of our users and their ability to accomplish what they came to do which brought up opportunities for improvement,” said Farley.
The credit union said its digital and brand experience staff analyzed multiple sources of data to understand where the opportunities were.
‘More Intuitive’
“Our cohesive data-driven, journey based approach created a more intuitive, faster site that matches well with the needs of our site visitors,” Farley said.
According to United Heritage, analytics showed the new site is 56.81% faster for members to navigate when compared to the legacy site. In addition, it has driven auto loan application intent up by 35.60% and home loan application intent up by 143.75%.
“Now that we’ve launched the site, we’ll be paying even closer attention to user data to discover how we can make our site even friendlier for our members and prospective members,” Farley said.
The $1-billion United Heritage has more than 64,000 members.