Pentagon Federal Credit Union

We have the privilege of helping our members "do better."

PENTAGON FEDERAL CREDIT UNION

PENFED MOBILE & TABLET APP

Mobile banking for one of the country’s strongest and most stable financial institutions serving 2 million members worldwide with $25 billion in assets.

OVERVIEW

PenFed Credit Union is one of the largest credit unions in the country, serving over 2 million members in the U.S and around the world. Due to the limited number of PenFed branch locations and more American’s adopting mobile/tablet banking as a preferred form of managing their finances, PenFed’s mobile channel is extremely important to its ability to deliver high quality service to its members. 

The PenFed Mobile & Tablet banking apps provide around-the-clock access to your PenFed accounts; transaction details, transfer balances, track loan application status, deposit checks and much more.

CHALLENGE

The challenge was to design a better mobile experience that would shift the focus to the needs of the user in order to improve member satisfaction, improve operational efficiency, and enable a wider range of banking functionality through the apps. 

The existing mobile app had an average rating of 1.5 stars and was in need of a serious upgrade as its banking functionality was limited and the interface was difficult to navigate.

A PEEK INTO THE PROCESS

APPROACH

PenFed’s short term goal was to offer a mobile experience that was on par with the industry’s best while laying the foundation for an evolving and differentiated experience. This meant designing an app that put the member’s needs at the forefront.

PenFed’s core membership is the government and DOD community and all who support them (currently, aged 35-55). However, there has been a recent push to open PenFed’s doors to a wider audience of sophisticated millennials looking for financial guidance and competitive rates.

Research

To define user needs, I listened to PenFed members and to the people who know them best. I conducted focus groups with members to determine what they were looking for in a mobile banking app, and to hear about their experiences with the existing PenFed app. In addition, I interviewed executives, explored industry trends and the competitive landscape, studied customer surveys, and sat in on call center conversations.

And because consumers use tablets differently than smartphones, we also explored usage patterns and gained insight into the key differences between the devices. This research gave us a clear picture of what PenFed customers needed most in banking app.

SOLUTION

Concept

My creative concept tailored the user experience to truly fit the needs of PenFed’s member base. Using the results of my research, I designed an enhanced mobile banking experience offering the features that members needed most, wrapped in an enhanced mobile that made it easy to accomplish them.

Using the mobile app as a foundation, I also designed a differentiated PenFed tablet app that offers a more immersive and personalized experience aligned to the way consumers use tablet devices.

MOBILE APP ARTIFACTS

TABLET APP ARTIFACTS

RESULTS & TAKEAWAYS

The app launched in 2014, which resulted in a year of remarkable growth for PenFed. In the same year, call center requests dropped for the first time in 7 years, including a 25% reduction on the day that has traditionally seen the highest call volume.

Following the release of the application, average ratings increased from 1.5 to 4.5 stars in both the iTunes and Google Play app stores. It became clear that members appreciated the improved usability of the app and that its functionality aligned with their needs.

MagnifyMoney looked at the App Store ratings of the Top 50 Banks/Credit Unions to see which ones users liked the most. PenFed topped the list for credit unions.

  • CLIENT:

    Pentagon Federal Credit Union

  • YEAR:

    2014

  • COMPANY:

    Sapient Public Sector

  • ROLE:

    Associate Creative Director

  • CREATIVE TEAM:

    1 Visual Designer