By Gary Petty
Beginning with the introduction of the iPhone in 2007, the internet user’s experience has spanned across multiple devices. Today, users expect their login credentials, files, email and messages, preferences, bookmarks, search history, and activity progress to travel with them, regardless of the device they use to access the internet at any given moment. We call this experience the user journey. Whether checking emails on a tablet during breakfast, transitioning to a laptop for work tasks, or unwinding with a streaming service on a smart TV in the evening, the journey should be continuous and fluid, including applications for credit union technology.
Technology for Member Retention
The interconnected ecosystem of devices provides unparalleled convenience but also presents challenges for both users and developers. From responsive design to data synchronization, a smooth transition between devices is essential for a seamless user experience to enhance member convenience.
With ORIGINS, eCU Technology has strived to create a modular account opening and loan origination platform that adapts effortlessly to various device screens and input methods to enhance member convenience. Because desktop computers and laptops place constraints on when and where users can access the internet, we began our design and development process using a mobile-first ethos, understanding that most users access the internet mainly from their mobile phones out of convenience.
Therefore, our membership and loan modules had to be user-friendly at small screen sizes and lightweight, so screens load quickly, regardless of network speed or traffic congestion. Excessive load times can dramatically increase abandonment, so a fast, responsive application became a primary consideration.
Improving Member Experience
However, creating a fast, user-friendly mobile experience was only the beginning of our efforts to understand how users might complete the application process. Users might begin on their phones but pause applying with the intent to return later. The reasons for such pauses are various: a need to collect the required paperwork before continuing, an impromptu decision to add a co-applicant, or even an unexpected phone call that interrupts or derails the application process entirely.
In some cases, users may feel they need to continue the application on a computer, where their pertinent documents are, or where they can use multiple windows or monitors to facilitate making comparisons between account types or product offerings. Maybe they’d prefer to continue the application in-branch, where they can walk through an application’s various accounts, products, and options with a knowledgeable employee to make the most informed decision.
Credit Union Technology & the ORIGINS Platform
Regardless of the reason, ORIGINS retains the information a user enters between sessions and enables that user to pick up where they left off on any device at any time. Our back-office management system, OAdmin, allows your financial institution to send automated and custom email reminders to applicants who have paused their journeys, bringing those users back to finish their applications and increasing your conversion rate. ORIGINS offers credit unions a powerful, modern solution for online account opening and loan origination. It is designed to travel with users across their devices, increasing the likelihood of conversion and reducing the abandonment rate.
Implementing a cross-device member journey for online account and loan origination platforms is crucial for credit unions to stay competitive, enhance operational efficiency, and improve member satisfaction. By providing a seamless, convenient, and secure digital experience as ORIGINS, credit unions can attract and retain members, reduce costs, and position themselves as modern, forward-thinking financial institutions—contact eCU Technology to schedule your complimentary ORIGINS demo.
