Tuesday, October 1, 2019 – Updating the new credit union experience, Adrenaline’s client Credit Union of Texas (CUTX) has become known for its approachable modernity. After launching six new branches in as many years, CUTX demonstrates how a prototype branch can achieve the remarkable – a customized space that feels right at home in each neighborhood and features the best-in-class services in the financial industry today. With great design at its center, CUTX’s blueprint branch has an easy intentionality that has become a hallmark of the organization.
When CUTX began collaborating with the experience design provider in 2014, the credit union had very specific branch needs as an expanding institution. Adrenaline’s vice president Jay Broska says, “We’ve been partnering with CUTX to unify and optimize their branches with ground-up builds, new tenant fit-outs and branch remodels. We’re kicking off another build-out in Frisco, Texas, which will be similar to the McKinney location that just launched. All of these branches are an outgrowth of their ideal branch embodiment – a model we customized for them to roll out as they grow.”
The CUTX prototype was a new model that would address current and future states. From the teller pods to the tech bar, flexible transaction and consulting areas were an integral part of the design. Deanna Demers, senior retail experience designer at Adrenaline, says, “We solved for an architectural style first and foremost, since CUTX was taking on a ground-up build for the first time. We addressed architectural language and brand identity, balancing the need to both fit in with trending neighborhoods and stand out as a signature CUTX branch. This prototype also had to be replicable to future locations.”
The prototype branch model is flexible enough to address numerous demographics and credit union dynamics, from more traditional teller-based branches in some locations to more updated pod-style banking and universal banker consultation formats in other neighborhoods. The addition of the technology bar allows CUTX to scale accordingly toward multiple options for disseminating and integrating banking information and transaction processing. Built as a roadmap for growth, the prototype represents the ideal embodiment of the CUTX credit union member experience at any given time.