Alliant CU Wins Best User Experience in 2021 CU Digital Experience Report

Alex Jimenez

September 23, 2021


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The 2021 Credit Union Digital Experience Report provides a snapshot of key industry trends and a heuristic review and ranking of the user experience at the largest 50 credit unions by asset size in the United States. The report is the result of comprehensive review of each organization’s digital presence.

We rated each credit union’s public marketing site according to six key dimensions of the experience:

  • User Experience (UX)
  • Analytics and SEO
  • Key Features and Functionality
  • Visual Design and Branding
  • Content
  • Digital Marketing


UX Category

For the UX category, we evaluated each site on the following criteria:

  • Responsive display
  • Site architecture
  • Navigation
  • Friction

Our review identified five credit unions that stood apart from the rest. The UX winners are:

  1. Alliant Credit Union
  2. PenFed Credit Union
  3. Member 1st Credit Union
  4. America First Credit Union
  5. Randolph-Brooks Federal Credit Union

Overall, these credit unions demonstrate a strong commitment to providing their members with the experience, features and aesthetic they deserve.


As noted earlier, Alliant Credit Union was our overall digital experience winner partly on the strength of their UX. As such, they are also the winners of this category. Our team found the Alliant website very modern. The site’s use of plain-language verbs makes it easy to navigate. Page layout templates are well organized and consistent throughout.

Calls-to-action (CTAs) are straightforward and clear. The use of micro-interactions and animations enhance the usability of the site.


PenFed Credit Union, the third largest credit union, was our runner up in the UX category. Our team liked the mobile-first design, with large card-like objects that allow for easy navigation on all devices. Micro-interactions on hover and click add to the ease of use. Persistent top navigation allowed for easy movement throughout the site.


3rd Place:

Although Member 1st Credit Union is near the bottom of the list of the top 50 CUs by asset size, the strength of their UX puts them as third in this category. Navigation is eased by helpful double-pinned navigation – minimized header and in-page nav on detail pages. The search icon in the header links to a search/knowledge base page, rather than display a search field. We liked the strong use of micro-interactions and motion, including animated charts.


4th Place:

America First CU placed fourth in the UX category. Our team liked the solid experience with good responsive design. We were impressed by their mobile-first mindset and the “Quick Links” widget pinned to the right edge of the browser (become a member, branch locator, contact us, social links, etc.).


5th Place:

Another smaller CU that overperformed relative to its size is Randolph-Brooks FCU. Their solid 5th place showing was based on their simple and easy to use experience. We liked the persistent navigation and their mobile-first design.


Congratulations to all the winners!


To learn more about the findings in the report, download the 2021 CU Digital Experience report.


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