Gesa Header Blue
Gesa Logo White

Gesa Credit Union

How Blink helped Gesa create a user experience strategy and member-first experience that increased profits and lowered application abandonment rates by 50%.

Customer Experience
Product Strategy
Product Design
Brand Strategy
UX Research
Financial Services
6 months
Visit the site

The challenge

A new experience for members

Gesa noticed a decline in new member acquisitions and wanted to launch a best-in-class digital experience that makes it easy for members to open accounts and apply for products and services.

Our approach

Discovering user needs and aligning on goals

Our design workshop and stakeholder interviews enabled Blink and Gesa to align on a vision for success. Foundational research helped our teams uncover member needs and find opportunities to elevate Gesa’s member-first community.

previous slide
next slide
Signature Product Experiences

Expert Instructors

Gain valuable insights with comprehensive, modularized content created by industry experts.

Kickoff workshop

Workshop activities—like Continuums—facilitated conversation between our teams to help us align on project goals.

Competitive analysis

Scorecards enabled us to identify where Gesa’s current member experience landed among competitors.

Member profiles

Creating unique profiles for each type of member helped us uncover their expectations for a modern experience.

Journey mapping

We used journey mapping to identify and visualize member steps and pain points throughout the new account and loan application process.

Cisco U
Gesa Workshop Activities
Competitive Analysis
Member Profiles
Journey map blurred

The solution

Adding value where it counts

Using our Evidence-driven Design™ process, we created a simple, easy-to-navigate banking platform that gives members education when needed and turns upsells into moments of real value and delight.

Landing page
Landing page
Wise Ways toggle
Wise Ways toggle
Wise Ways to Save
Wise Ways to Save
Quick application
Quick application
Design system
Design system
Affinity cards
Affinity cards
Clear guidance
Clear guidance

A strategic roadmap for the future

Along with a new user-friendly platform, we set Gesa up with a UX framework that the team can use to build consistent, member-first products and features for years to come. Gesa expanded this experience framework across the entire organization with its new Brand Ambassador Program.

Design Framework Final

The result

Success by the numbers

After collaborating with Blink, Gesa’s new member application abandonment rate fell from 89% to 39% and significantly contributed to an increase in managed assets.

Gesa also advanced from one of the lowest-ranked credit unions to 23rd overall in Digital Experience in the annual 2023 Credit Union Digital Experience Report by Finalaytics.

Blink was amazing at simplifying everything, looking at the actual data, and looking at actual feedback from our customers on how to fix things.

Chad Headshot Circle 40px

Chad Langford, VP Marketing, Gesa Credit Union

Want to create better experiences for your customers? 
Let’s talk!

Connect with our client relations lead

Blink Teams

  • Research
  • Tim Bridgham
  • Siri Mehus
  • Design
  • Lauren Javor
  • Scott Lambridis
  • Solutions Architect
  • Dan Kellett
  • Project Management
  • Brian Ledford
  • Client Relations
  • Kendall Dargitz