Over the pass three years, there has been a significant reduction in the number of mortgage appointments, with branch locations decreased and a less active mortgage market, this has resulted with a lower number of appointment
We've analysed webpage data to understand biggest drivers of traffic within our mortgage estate. Also had a workshop to understand pain points from various stakeholders and identify the root cause of these barriers.
With a top theme of BUK Complaints being the closure of our high-street branches, it’s more important than ever that we make it easy for customers to book time with our experts when they need support through a key life moment.
We're targeting to increase at least 5% of application.
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We did some workshops and looked into our competitors' product. Ex: HSBC, Zoopla
We did some unmoderated user test and received feedbacks from customers. Based on then mortgage webpage that we had, they thought:
From the users' feedback, we can understand their painpoint.
We listed out 4 main changes to do:
With this project, I am the only designer. I collaborated with PO (Also PM), Business delivery manager, Copy Writer, Developers, Branding team, Accessibility team, SEO professional, Legal and compliance team...
We make sure we are on track by doing regular catch up, good communication, understanding the goal and always involve right people early to unblock any issues.
Here are the examples of the screens before redesigning
With the new design we minimise the page. For example, we collaborated with copy writer and add FAQ sections with accordions.
During the iteration stage, we developed a few versions of design. Initially we came up with a simpler design. However after engage with the branding and buisness team, we understand that
🎯Buisness goal is:
Matching design with other co.uk pages for a more reconisibale branding
Able to reuse the same design pattern to lower the develop cost in the future
🎯User goal:
Accessible design with clear navigation
👉As the result, we collaborated with other design team that worked on similar websites to get feedback. We came up with the design that have reusable design pattern but still match users' need.
We had a workshop with Adobe consultant. We got some insight and analytics to improve the pages.
From the session, we received Insights from Adobe consultant, such as:
AIP's frequently asked question optimisation of ordering + which ones to show
Across all pages – optimise SEO either using relevant key words and alt tags to do so
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We are tracking page metrics for before and after AB testing (which will target 50% of the visitors) to ensure we see the right outcomes. If proven a success, pages would be live 2 weeks following the 4-weeks AB test.
After they went live, we've continue tracking the data. The appoitment has went up by 60% after the pages been redesign.
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After releasing the project and the great outcome, all the core stakeholder did a review session. We gave feedback on what we can improve. For example: we should involve the branding team earlier, so we can have a faster delivery. We also think about how did our product impact the business? For example: Due to the reduction the physical branch, customers have less support in person. Having a clear instructions and FAQ on our digital mortgage website can help decrease the cases for online customer support.
🏡 Remortgage page: https://www.barclays.co.uk/mortgages/remortgage/
✨AIP Page: https://www.barclays.co.uk/mortgages/agreement-in-principle/
📟Mortgage Calculator page: https://www.barclays.co.uk/mortgages/mortgage-calculator/
⭐️Appointment page: https://www.barclays.co.uk/mortgages/appointment/
🔆First time buyer page: https://www.barclays.co.uk/mortgages/first-time-buyers/
