International

Brief

As a UX Designer with WWT Asynchrony Labs I partnered with a national bank to update their online mortgage application. They were looking to roll out a new design that would increase online mortgage app conversions, with a long-term goal of modeling this approach to other consumer lending applications.

Process

I started by journey mapping the home buying process, leveraging my experience as a licensed Realtor. I also did a few usability reviews of the current app to establish a baseline for success.

After testing a few ideas I ultimately landed on building a single page application that incrementally moved users along the happy path, breaking a long process into smaller chunks of activity. This approach allowed for branching logic so users could skip questiosn that weren't relevant to them and enabled a more conversational interface- answers from some questions populate the text of others.

Working with the business teams, I laid out the logic maps, wire frames, and made a prototype using InVision. There were 205 initial screens for the new home purchase flow. I validated my assumptions by leading usability labs to test new interaction patterns. During the sessions I evaluated confidence level, time on task, and accuracy as my metrics.

I took my design a step further and built a responsive prototype using HTML, SaSS, and JavaScript. I worked to implement the UI into our Angular 4 app, handled light PM duities, and managed the feedback from the client for our project roadmap.

Outcomes

We shipped our MVP on time and were awarded an additional project by the client. Our design system was adopted for other digital products in consumer lending. Client Mortgage Loan Originators began referring customers to the online app because of its ease of use and the bank began seeing increased conversions compared to the previous application flow.

"Everyone is so excited about it as it is our first step into creating a first class experience for our customers and, I believe, will be the foundation to move us past our peers in our digital experience. Corporate marketing loved it so much that they are looking at the possibility of a commercial! All of you should take a HUGE amount of pride in the work you’ve already done and the fine tuning to get this perfect. It amazes me every time I do a demo how incredible this looks. I am extremely lucky to work with this kind of talent. You all are amazing and I thank you very much for all of the effort."

Rory F.
Vice President
Customer Experience Delivery Manager