A research-driven strategy.
Meet Jennifer, Danni, and Peter – our three “customers” that represented SAFE’s target demographic. During our initial research and our discovery process, we came up with three demographic representatives. These individuals serve as a placeholders for the three primary customer-types that SAFE Credit Union serves. From technical audits to card sorts to site maps, every decision came back to what would our three customers do? What would they want? Keeping them in mind kept everyone on the same end goal: making the site better for SAFE’s users.

