MUSKEGON, Mich. — David Layman, AIA, is president of Hooker DeJong, the architectural and engineering consulting company here that takes a decidedly different approach to working with credit unions on facilities design. And Donald Mills, CEO of Alpena Alcona Area Credit Union in Alpena is a satisfied client.

"We went through a very intense process they call MEM–for member experience management–with a large number of our CU's team members and we identified the retail experience we wanted to deliver to our present and future members. We found in the end that we didn't need the size facility we envisioned at first, but really needed a smaller footprint with advanced technology," said Mills.

Not many architects would boast recommending a far less grandiose headquarters building or new branch than CEOs and boards have budgeted for or have in mind. "I see it all the time in our business, that providers overbuild for credit unions," says Layman. "But it's really about checks and balances. Let's say a credit union optimistically projects 10% annual growth–something not uncommon–even though they may not have seen more than 3%-4% growth. A design company will pitch a building based on that 10% target, sell the CU on it by warning that construction costs can only go up, that the costs of building in the future may be prohibitive and so on." The trouble, Layman said, is that's not always true.