Personalization, Integration, & Web

Persona-Based Customization, Pre-approval Integration & Content Web Redesign

Creative Direction & Website Strategy for FINS

Credit Union of Texas needed a highly personalized website that delivered the right content at the right time, guiding visitors through their unique buying journey. Using buyer data and behavioral insights, I developed content tailored to 30+ distinct personas, ensuring each user received a relevant and engaging experience.

To power this personalization, we leveraged Salesforce DMP (Data Management Platform) and Sitecore CMS, dynamically serving content based on unique visitor identifiers. This allowed us to customize financial solutions, educational resources, and product recommendations in real-time—enhancing user engagement, improving conversion rates, and making the website a true extension of the credit union’s customer-first approach.

  • Segmentation and UX Optimization

  • Customer Journey Mapping

  • Marketing, Vendor, & IT Alignment

  • Data-Driven Content Creation

  • Visual Design Leadership

  • Project Management

Website Redesign & Digital Overhaul

BEFORE

AFTER

Default-Homepage

Auto Purchase Intender

Home Equity Loan Intender

Depending on their behavior throughout the website, personalized articles, offers, imagery, and language would be served up to the site visitor.

Built on Sitecore CMS. Worked cross-functionally with website and Sitecore developers for a completely custom build to CUTX’s requirements.

Integrated with Salesforce Financial Services Cloud and Marketing Cloud to drive personalized journeys from website activity and forms.

Able to connect branch & lobby managment apps as well as other credit union intiatives to website for a seamless customer experience.

Integrated Pre-Approval Process

Immediate Impact

$7.6M in accepted auto loans

85% saved in costs VS. Direct mail ($14K vs $85K)

40% average open rate compared to industry avg 19.5%