Case Study: CU Direct strengthens UX and product design with Primitive Spark

CU Direct builds stronger UX and product design over 3+ years with Primitive Spark

CU Direct, a software company specializing in lending products for credit unions, faced a significant challenge: its development-centric culture lacked user-centered design. With a small, overworked visual design team that had little influence, the discipline of UX was rarely considered in product planning. The company engaged Primitive Spark to address this gap and improve its user experience capabilities.

Primitive Spark seamlessly integrated with the product team, conducting UX research and designing interfaces for various loan products. Over a three-year partnership, they established foundational UX and content strategy practices, created design systems, and led pivotal projects like a new Loan Origination System. Most importantly, Primitive Spark helped institutionalize UX at CU Direct by recruiting the company's first Director of Product Design, ensuring lasting impact for the lender, which has facilitated $368 billion in loans.

CU Direct