User-centered digital platform design
Focus Group session, Digital Solution, Imagineering
ACU Credit Union
As part of its strategic shift toward a more user-centered approach, ACU (Algemene Spaar- en Kredietcoöperatie) aimed to modernize its digital presence and member experience. With over 15,000 members across Curaçao, Bonaire, and St. Maarten, ACU wanted to ensure its digital services would meet the evolving needs of its diverse member base. This project was a collaboration between CREO Agency and AVUS IT. The focus was on gathering real insights through facilitated sessions that would directly inform the redesign of ACU’s corporate website and improve its overall communication approach.
Focus group insights driving ACU’s digital transformation
As part of a broader digital transformation, ACU set out to redesign its website with a more human-centered approach.
To ensure the new platform would meet the needs of its diverse member base, it was essential to first understand the behaviors, frustrations, and expectations of key user groups.
The challenge was to collect meaningful qualitative insights from ACU members—including both seniors and young professionals—within a limited timeframe, and to translate those insights into strategic input for the design process.
We facilitated two focus group sessions: one with ACU senior members, and another with young professionals. Each session was carefully structured to explore member experiences, digital habits, and service expectations. Using creative exercises and guided discussions, we uncovered insights related to accessibility, trust, communication preferences, and service pain points.
The focus groups delivered clear and actionable insights that directly shaped the next phase of the website project. By involving members early in the process, ACU reinforced its commitment to transparency, inclusivity, and innovation.
The Result
The sessions also revealed opportunities for improved service delivery and communication beyond the website, providing added value for future strategy. The collaboration between CREO Agency, Avus IT, and ACU Credit Union helped set the foundation for a platform that reflects the real needs of its members.
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