This healthy and growing Midwest credit union wanted to make a statement with its member experience in conjunction with a new marketing campaign..


We did site reconnaissance and research reviews, then went undercover as customers in all channels to get a feel for today’s experience. Informed by customer and competitor info and a sense of Midwest values, the Community Choice team got a signature new member experience. One that reflected their brand, their values, and accommodated the opportunities new financial services tech brings without losing the human touch.

Together with the client, the StoryMiners team worked with outside architects and the internal marketing department on the implementation details. 


The new member experience became a focal point of new branch design. Dozens of ideas from the design process were incorporated into both new centers and retrofitted locations.

Services Used: Undercover Shopper, Store of the Future, Brainstorming, Experience Design, Board Facilitation, Human Prototyping

“Since so much of banking can be done electronically through online transactions, it’s easy to lose touch with the customer. Through role-playing, also known as ‘human prototyping,’ and design consultations, Mike and the StoryMiners team helped us develop deeper customer relationships and engage them on a personal level at our branches. Mike is a joy to work with. He’s focused and methodical, confident but not arrogant. Part philosopher, designer and critic, he’s strategic and tactical at the same time. Mike is a trusted resource I know I can call on anytime for advice and information and to brainstorm new ideas.

Alan Bergstrom, SVP + Chief Marketing Officer at Community Choice Credit Union

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