Human by Design - PixelSpoke

“The credit unions that will stand out are going to be the ones that use technology to make the human experience better.” - Katie Stone Thank you for tuning in to The CUInsight Network, with your host, Robbie Young, Vice President of Strategic Growth at CUInsight. In The CUInsight Network, we take a deeper dive with the thought leaders who support the credit union community. We discuss issues and challenges facing credit unions and identify best practices to learn and grow together. My guests on today’s show are Katie Stone and Dave Drouin of PixelSpoke. Katie is the CEO and co-owner while Dave is the President and co-owner, and they were both on the show two years ago when we talked about credit union websites. This time, however, I wanted to take that conversation a step further: What can a credit union website communicate about who you are beyond your products and services? Katie and Dave make a compelling case that a website should be much more than a place to check rates, apply for a loan, or open an account. It should be one of the clearest expressions of your brand and a place where members and prospective members can get a sense of your people, your community, your values, and what makes your credit union different. Throughout our conversation, the three of us talk about the balance between conversion and connection, including some surprisingly simple ways that credit unions can make their websites more relevant and distinctive. Dave shares some examples from PixelSpoke clients that show how things such as localized imagery, member photography, community landmarks, and flexible homepage content can make a meaningful difference without requiring a massive redesign, and, of course, we talk about AI. As more of the internet becomes automated and AI-generated, Katie explains why being genuinely human may become even more important, and we discuss how credit unions can use AI as a tool without allowing their content to lose the stories, expertise, and community knowledge that make them unique. As we wrap up the episode, Katie and Dave look ahead to the future and share their thoughts on finding the right balance between technology and the human side of financial services. Technology isn't going away, and credit unions can't afford to fall behind, but there are important questions to ask about how it's used and who it ultimately serves. We ultimately close with a simple challenge: Take a fresh look at your website and ask yourself whether someone would recognize your credit union if the logo and product names were removed. If the answer is no, then Katie and Dave have some ideas about where to start. Enjoy my conversation with Katie Stone and Dave Dourin! Connect with Katie & Dave: Katie Stone, CEO & co-owner of PixelSpoke Dave Drouin, President & co-owner of PixelSpoke pixelspoke.coop Katie: LinkedIn | Email Dave: LinkedIn | Email PixelSpoke: LinkedIn | Facebook | Instagram | YouTube Show notes from this episode: Previous episode mentioned: Credit union websites - PixelSpoke Podcast mentioned: The Remarkable Credit Union Podcast Shout-out: Google Shout-out: Mirastar Federal Credit Union Shout-out: EastRise Credit Union Place mentioned: Vermont Shout-out: Point West Credit Union Shout-out: Abilene Teachers Federal Credit Union Shout-out: Lego In this episode: [1:05] - Katie and Dan discuss how credit union websites should build trust by showcasing their unique values, relationships, and commitment to their communities. [4:40] - Dave argues that credit unions can differentiate themselves by tailoring website content and tools that recognize the needs of their communities. [6:12] - AI can help improve efficiency, but authentic, human-centered content still gives credit unions a meaningful advantage. [9:28] - Dave points out that local imagery and flexible website content offer simple ways to better reflect and engage with communities. [12:20] - Successful digital experiences combine technology with human qualities that define credit unions. [14:12] - It’s important for credit unions to thoughtfully adopt technology while preserving their values and commitment to members. [16:03] - In closing, credit unions should embrace their unique identity while continually refocusing on those they serve.