Brian Caoyonan
Experience design leader, mentor and problem-solver.
Turning website traffic into quality leads
Challenge
Mortgage Choice is more than just a mortgage brokerage firm, offering a wide range of financial services, including insurance, business lending, and financial planning, among others. However, initial research revealed that the company's value proposition was not always clear to customers. While many digital platforms have emerged in the mortgage industry, utilizing chatbots and AI, Mortgage Choice distinguishes itself by prioritizing the "human factor" of its experience. With an extensive network of over 480 franchises across Australia, finding a Mortgage Choice broker near you is highly probable.
My primary objective for this project was to help customers understand how Mortgage Choice could assist them in achieving their goals, based on their life stage. To achieve this goal, we initiated a digital transformation aimed at enhancing the customer experience and generating more qualified leads for our brokers.
Team
I led the UX research and design on this project and collaborated with mortgage brokers. mortgage applicants and industry folk with an interest in seeing this project succeed.
Process
UX Review
To start I conducted a heuristic review of the existing website to determine problem areas of the website and to help the product team make informed decisions about the areas which needed improvement.
For these purposes, two different types of fo reviews were conducted - a Scenario-based review and Heuristic-based review.
The outcome of the UX review was a backlog of items for implementation.
Competitor Analysis
The focus of the Competitor Analysis was to define the key features for the future state of the Mortgage Choice website.
I set out to achieve this by understanding the user experience of 10 lender and broker websites along with the online recruitment experience for 6 mortgage brokers and 5 financial advisor websites.
Visualising and prioritising findings
As one would expect, we gained valuable insights from the research conducted and the people spoken to. The goal was to communicate the findings as actionable insights that could be prioritised into a set of quick wins.
Developing the future state
First I had to sketch out potential solutions and validate the flows with various stakeholders. The best way to do this was to create a hybrid between a customer journey and a service blueprint. Each meeting involved telling the story so far from the user perspective while highlighting the particular touchpoints relevant for each stakeholder.
Outcome
Through this process, we were able to define and validate the future state, while prioritising opportunities to improve the current state in the short-term. I handed over the project to a team to start prototyping.
Date: 2019-2020
Client: Mortgage Choice