😀 Intro
To increase the number of applications for mortgages, we needed to redesign the Mortgage Center on the website. Data from analytics showed low conversion rates for the Mortgage Center, both for applications and for our mortgage lenders. The old design of the main landing page did not give the user a clear path of options for where to go. The redesign has a cleaner, simpler interface that directs the user toward the primary goals. The design also puts mobile-friendly design first to improve SEO.
🤝 Role
User Researcher
Product Strategist
UI Designer
Front-end Developer
🛠️ Tools
Adobe XD
Usability Hub
Visual Studio Code
📝 The Problem
The previous design was not customer friendly:
- Overly wordy
- Too many CTA options and CTA buttons had confusing labels
- The language was not user-friendly (banker terms)
- Lack of information hierarchy
- Page had no real direction for users to go. It was confusing and the informational structure required users to search longer for what they wanted.
- Sections lacked descriptive labeling.
🎯 Business Goals
- Increase number of application submissions - 1.25% interact with the Online Account opening CTA.
- Increase the number of users visiting lender pages.
- Decrease landing page bounce rate.
- Based on a 5-month average:
- 14.25% of users interact with Product CTA’s - We want to increase interactions with product CTA’s
- 5% of users interact with Feature CTAs - We want to increase click-throughs to lenders and the application page
⏱️ Timeline
12 weeks
💻 Process
- Assess business goals and user goals
- Competitor analysis
- Wireframe
- Prototype
- Test
📋 Survey Questions
👩🏾🔧Persona
How I use personas:
- I keep them based on real research, not guesswork. I take our interviews and surveys and create a persona out of the real people we talk to.
- I use them as a guide to keep the business goals aligned with the user goals.
