This Fortune 500 financial company needed to redesign this loan application portal to reach a larger audience, make site more user-friendly, and resolve barriers to conversion. Improved conversion was critical to business objectives and had significant financial implications.
Contemporary Responsive Web Design with Improved UX
Jack started as the visual designer and moved into a joint UX/VD role for this responsive web application. Over 100 screens were designed in handset, tablet and full browser display.
Usability Testing helped Jack to refine labels and better understand the customer’s perception of soft and hard credit pulls. Market research provided insight into the large volume of applicants that are “self-help” versus “call-to-complete” users. Thus, features were implemented that allowed for self-resolution of conflicts, uploading of supporting documentation, etc.
Jack designed 18 custom icons and led the implementation of SVG assets instead of multiple resolutions of PNG files to simplify maintenance, improve resolution and expedite download… a first for this organization.
“Check Your Rate” feature drew more users into the funnel. Dramatically improved flow led to a 33% increase in completed applications which has far exceeded customer expectations.