CASE STUDY · ACHIEVA CREDIT UNION Website
Three rebuilds. One brand. A website that finally works as hard as the team behind it.
MY ROLE
Creative Director, UX, UI Design Lead, Design Systems, Data Driven Strategy, Research and User Testing
TEAM
Software Developer, Sr. Software Developer, Development Analyst, Product Managers, Marketing Project Manager, UX/UI Designer, Sr. Graphic Designer, Graphic Designer, Copywriter, and Chief Compliance Officer.
TIMELINE
3 full website rebuilds: 2016, 2019, 2025
TOOLS
Figma, Adobe CC, Google GA4, Web Admin CMS, Asana
CHALLENGES
• Static site unable to keep pace with member growth
• No performance tracking on key CTAs
• Login page underperforming as a marketing surface
• Marketing dependent on dev for every content update
• Static site unable to keep pace with member growth
• No performance tracking on key CTAs
• Login page underperforming as a marketing surface
• Marketing dependent on dev for every content update
OBJECTIVES
• Evolve visual system with each rebuild
• Build a data-driven engagement platform
• Enable real-time marketing without dev dependency
• Convert high-traffic pages into revenue surfaces
• Evolve visual system with each rebuild
• Build a data-driven engagement platform
• Enable real-time marketing without dev dependency
• Convert high-traffic pages into revenue surfaces
BACKGROUND
A brand's digital home, rebuilt from the ground up three times.
Achieva Credit Union is a $3.1B financial institution serving 214,497 members across 29 locations in west-central Florida. Achievacu.com has been one of the brand's most important touchpoints. I've rebuilt it three times, evolving it from a static presence into a data-driven performance marketing engine that serves 214,000+ users and converts logins into revenue.
Each version was more than an update. It was driven by changes in member behavior, shifting business objectives, and the adoption of improved best practices. By the 2025 rebuild, the ask had changed dramatically. The site needed to do more than express the brand. It needed to work as a marketing platform built for performance and reach.
THE PROCESS
Three rebuilds, each one built on what the last one taught.
UX Workshop
Led a cross-functional workshop to map the member journey, uncover navigation pain points, and reorganize the site around real user priorities. The result was a simpler, more intuitive information architecture.
DESIGN SYSTEM
I designed a flexible design system to bring consistency across templates, components, and page layouts while giving the team room to scale. It created a more cohesive visual brand experience and made future updates faster, easier, and gave the development and design team the core components and variations they needed to build efficiently.
Designing for behavior, not just aesthetics.
The 2025 brief was different from every rebuild before it. This was no longer just a visual refresh. The site needed to drive measurable engagement and work as a real-time marketing channel. That meant rethinking not only how the site looked, but how it worked as a system.
I partnered with Development and Product Owners to map the highest-traffic pages, identify where members were dropping off, and design solutions that served both brand quality and business performance.
The insight that changed everything was simple: the online banking login page was getting 33% of total site traffic, but marketing had no presence there. I redesigned it into a fully editable promotional surface, turning a routine step into Achieva's highest-reach marketing channel.
The insight that changed everything was simple: the online banking login page was getting 33% of total site traffic, but marketing had no presence there. I redesigned it into a fully editable promotional surface, turning a routine step into Achieva's highest-reach marketing channel.
Key features designed and shipped in the 2025 refresh:
Refreshed home page & UI
Redesigned visual hierarchy, updated typography system, and cleaner product card layouts to improve first-impression brand quality.
Real-time editable hero promotions
Designed CMS-editable banner system enabling marketing to publish, update, and A/B test promotions without a development cycle.
Login page as marketing surface
Redesigned static login page with real-time promotional content, language targeting, and weight-based promotion assignment.
Redesigned static login page with real-time promotional content, language targeting, and weight-based promotion assignment.
Multi-tier navigation
Restructured information architecture to reduce clicks to key products and surface member services more intuitively.
Restructured information architecture to reduce clicks to key products and surface member services more intuitively.
GA4-trackable events
Partnered with dev to instrument all key CTAs, including navigation clicks, product slider interactions, and homepage actions, so the team could keep optimizing over time
Partnered with dev to instrument all key CTAs, including navigation clicks, product slider interactions, and homepage actions, so the team could keep optimizing over time
Web admin personalization tools
Implemented tools supporting member vs. non-member content targeting, enabling relevant experiences at scale across 214K+ members.
Implemented tools supporting member vs. non-member content targeting, enabling relevant experiences at scale across 214K+ members.
High fidelity wireframes
KEY RESULTS
21% lift in GA4 engagement events
Measured across active users, engaged sessions, page views, and calls to action, with 49% of the total lift tied directly to the features launched in the 2025 refresh.
Measured across active users, engaged sessions, page views, and calls to action, with 49% of the total lift tied directly to the features launched in the 2025 refresh.
792,000 targeted member logins
Since the login page redesign launched, 792K successful member logins have included real-time promotional content, creating a direct revenue channel from a page that previously did very little for marketing
Since the login page redesign launched, 792K successful member logins have included real-time promotional content, creating a direct revenue channel from a page that previously did very little for marketing
21% lift in GA4 engagement events
Measured across active users, engaged sessions, page views, and calls to action, with 49% of the total lift tied directly to the features launched in the 2025 refresh.
Measured across active users, engaged sessions, page views, and calls to action, with 49% of the total lift tied directly to the features launched in the 2025 refresh.
792,000 targeted member logins
Since the login page redesign launched, 792K successful member logins have included real-time promotional content, creating a direct revenue channel from a page that previously did very little for marketing
Since the login page redesign launched, 792K successful member logins have included real-time promotional content, creating a direct revenue channel from a page that previously did very little for marketing