Redesigning Eligibility to Increase Membership Conversion

Given the strict regulatory limits defining Navy Federal Credit Union’s field of membership, our team tackled the challenge of boosting membership conversion by creating a mobile-first application experience that simplified eligibility verification and accelerated onboarding.

For eight months, Navy Federal Credit Union partnered with Pivotal Labs to design, build, and launch a new membership application — with the goals of boosting conversion, creating a mobile-first experience, and standing up a modern Agile tech organization.

Navy Federal Credit Union has increased year‑over‑year membership growth with more opportunities to expand its products and create opportunities to cross-sell.