With an immovable deadline and an end goal of a marketing-leading, full mortgage buying journey comparison tool, we knew that we needed to tackle the challenge with a series of design sprints.
User journey mapping
First off, we mapped out the ideal user journey for the end-to-end mortgage application process. This included the key steps of the buyer’s journey from awareness to consideration to decision and removing as much friction as possible.
Each user journey mapped influenced how we created the question set for that journey, meaning the onboarding was personalised to what the user was trying to achieve, i.e., remortgage.
Personas and empathy mapping
Next, we created personas for different types of mortgage buyers – this means that we could put ourselves consistently in the customer’s shoes so user-centricity was maintained throughout the design process. This is where empathy mapping comes in – allowing us to understand what the customer says, does, thinks and feels as they’re tackling a huge financial decision that would impact their lifestyle significantly.
UX & UI design
With the groundwork done, we set about designing and enhancing the user experience (UX) and user interface (UI) of the complete mortgage buyer’s journey – from awareness, to consideration, to decision. It had to be a smooth and pain-free user experience – from the customer’s initial research phase to their onboarding questions, to product consideration and selection, and then handover to the broker to complete the application process.
As a prerequisite for the financial services sector, accessibility was a vital part of the design process. Financial products must meet the industry accessibility standards and so this was paramount when creating the design system – all colours, typefaces, font size and weight, and language needed strict governance.
With the requirement for the new platform to turn mobile visitors into conversions that matched the existing desktop performance, we designed mobile layouts before desktop.