Home Equity Application Experience

Introduction

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Consumer attitudes have changed post 2008 - consumers have heard stories of friends losing their homes. Fintechs offer speed and better UX and alternate products like cash our refi or personal loans. The bank wants to phase out certain products.

Process

Design thinking, Persona, Empathy Maps, Affinity digramming, Virtual collaboration, team dynamics.



Challenge or Hills



My Role

Lead designer through end to end process: discovery, user research, design sprints, development sprints, support through launch. Hire and train new designers in different products teams in design thinking and design tools.

Legacy Application Experience



New Features

The application experience redesign included these key features.
New Experience

Personalized Rates

Customers can now shop for rates that specific to their situation on any device. Their credit, mortgage and home value factors into getting a rate that they can trust.

Rates Brackets

Customers can now shop for rates that specific to their situation on any device. Their credit, mortgage and home value factors into getting a rate that they can trust.

Prefill

We used the appropriate APIs to speed up the application and ensure we do not ask customers infomation that we already have on record.

Clear Path to Completion

Clear indication of progress and consistent layout, hierarchy and alignment.

Integration into next step

HELOCs are not approved immediately because home appraisals take a few days.

Feature Flags

Internal Console was built to control release into different footprints.

Results

Numbers based on 'Rate Shopping + Application' Experience

Before we begin, let me share some results. As a result of the redesign effort of the rates section we have significantly improved pull-through rates and climbed up rankings.

Iterating the Rate section

Iterating the UI

Iterating the Labels

Iterating for funnel stats