[Case 02]
Improving Mortgage Application Experience
Fintech
Improving Mortgage Application Experience
Usability testing study to uncover friction in mortgage loan application journey
[Project Overview]
Conducted moderated usability testing to evaluate and improve the mobile mortgage loan application experience.
[Problem Statement]
The mobile loan application flow was lengthy and unclear, causing confusion and drop-offs during critical steps in the mortgage application process.
Industry
Fintech
My Role
UX Researcher
Platforms
IOS and Android
Timeline
January 2024- March 2024
[Persona]
Jhon Roberts
Marketing Manager
I just want the application process to be quick and painless.
Age: 29
Location: Washington DC
Tech Proficiency: Moderate
Gender: Male
[Goal]
Apply for a mortgage loan quickly using mobile
Clearly understand each step in the application process
Review and submit information with confidence
[Frustrations]
Long and complex application forms
Review screens that are difficult to understand
Uncertainty about progress and next steps
[Process]
[01] User Research
Conducted a moderated usability study using Maze
Recruited participants in the United States actively considering mortgage loans
Divided the loan application journey into task-based prototype flows
[02] Insights
The overall application process felt too long and overwhelming
Review screens lacked clarity, making it difficult for users to verify details
Users needed clearer progress indicators and guidance
[03 Design Solution]
Simplified the loan application flow into smaller guided steps
Improved review screens for better readability and confirmation
Introduced clearer progress indicators to reduce uncertainty
[04] Testing & Iteration
Created multiple prototypes representing alternative flows
Assigned users task-based scenarios to complete within a defined time
Tracked clicks, hotspots, and interaction patterns to identify usability issues
[Outcome]
Identified key usability bottlenecks in the loan application journey
Provided actionable recommendations to simplify complex steps
Improved clarity and efficiency of the mobile application flow
[Key Learnings]
Breaking complex financial processes into smaller tasks improves usability
Clear review and confirmation screens are critical for trust in financial products
Behavioral tracking provides valuable insights beyond user feedback