Client

Legal & General

Project

CleverMover Mortgages

My role

Lead Product Designer

Summary

With mortgage applications becoming increasingly digital and the Financial Conduct Authority (FCA) regulations set to relax in the near future, the task was to design an online mortgage application that would hold your hand all the way to getting your keys.

The problem

Mortgage applications are long and difficult to complete comprehensively without assistance.

Goals

Streamline the mortgage application process

Create a process that could be automated in due course

Make it easy to calculate outgoings

Make sure the customer is informed enough to choose the best deal for them.

My role

I was lead designer on this project working with a Product Owner and Business Analyst to wireframe, design, prototype and test this brand new product.

Goals

Streamline the mortgage application process

Create a process that could be automated in due course

Make it easy to calculate outgoings

Make sure the customer is informed enough to choose the best deal for them.

My role

I was the sole designer working on the site revamp. I conducted initial research, created user journeys, developed wireframes and then worked with a user researcher to conduct lab testing and iterate upon the designs.

The process

Competitor analysis

Establish key objectives

Customer personas

Journey maps

Initial wireframes

Initial UI exploration

Stakeholder review

Iterate designs

Final design

Development

Test

The process

Competitor analysis

Establish key objectives

Customer personas

Initial UI exploration

Initial wireframes

Journey maps

Stakeholder review

Iterate designs

Final design

Test

Development

The process

Competitor analysis

Establish key objectives

Journey maps

Customer personas

Initial wireframes

Initial UI exploration

Iterate designs

Stakeholder review

Final design

Development

Test

Competitor analysis

I audited several competitors in the online mortgage space whilst working with the Product Owner and Business Analyst on the team to gather requirements and clarifying limitations.

Research insights

  • Home buying journey today has 35% failure rate
  • Starting out online soon collapses into offline
  • Customers prove identity and verify themselves in analogue ways
  • Affordability is checked too late in the process
  • Property valuation is also checked too late in the process
  • Customers struggle with the expenses section of a fact finder the most

    • Journey Map

    Considerations

    Legal & General operate a number of subsidiary businesses including mortgage brokerage, building surveys and property valuations on behalf of banks. Their building survey business is one of the largest in the UK. We had a unique opportunity to combine these services to create a property ecosystem that could streamline the customer's journey from the moment they place an offer through the necessary hurdles required to reach completion and get the keys to their new home.

    Visual design

    Deliverables

    Working in 2 week agile sprints we delivered the user personas, journey maps, wireframes, component library and finished UI designs with specs to an external development team.

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    Copyright Alison Howard