Core Digital Media (acquired by Rocket Mortgage) built ChooseYourMortgage.com, where users can search the best options from a list of lenders. I oversaw user interviews, usability tests, stakeholder workshop facilitations, UX design and AB testing.
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It took 8 weeks to conduct user interviews and usability tests, lead virtual synthesis sessions with internal stakeholders, build prototypes and develop AB tests.
After the interviews and usability tests, I collaborated with the product managers to synthesize our research. I identified a few trends and discovered that users cared about the following:
In order to
tackle each of the pain points that I discovered through the
research, I built the following solutions and ran a few rounds of
AB test with the live audience so that I could validate our
assumptions before rolling out the changes.
First, I addressed the professionalism/trust by updating the
design of the site to be more modern and professional by updating
the visual elements such as fonts, images, and color scheme. From
there, I went on to address the other two points:
The updated site
generated 13% more revenue per visitor and a 9% higher conversion
rate.
Due to the results of this project, I was also able to show the
value of research within the company and stakeholders were more
encouraged to continue the user centric approach moving forward.