FORT WORTH, Texas – American Airlines Federal Credit Union recently introduced a totally revamped Web site to its members. Designed my international interactive media firm Agency.com, the purpose of the redesign is to refocus the site on the member experience. To ensure that the site meets the needs of the broadest range of members, Agency.com created member personas to translate varying wants and needs into an optimal online experience. The in-depth analysis helped establish an empathetic point of view of the credit union's member base and drove the site's design and architecture. "We strive to provide our members with products and services that consistently exceed their expectations," said credit union AAECU President/CEO John Tippets. He added that the new site's member-centric approach brings members to the forefront throughout the site design, creating a site that simplifies the member's online experience. The new site can be viewed at www.aacreditunion.org.