The Goal:
Get more conversions
by optimizing the
user experience.
Full Beaker's main product is the Leads Form. Users are interested in getting mortgage loan offers, so the company collects their information and connects them with loan lenders. Through the form completion both the user and the company get what they want, and that has been working good for the past years just fine. But, could that be improved?
This project goal is to provide a better experience to users so they are more satisfied with the process and at the same time get more conversions.
Two different personas helped me understand our users and shape the upcoming styleguide and wireframes.
The main questions the Personas answered were:
Are users really getting the information they need to go through the process with confidence?
Is the form preferred to be formatted in a step by step fashion or everything in one page? The Leads Form is long, so what's the best approach?
Mobile support: How many users would fill out this form from their mobile devices, compared to desktop. To have foundations to give a better mobile support.
The creation of a sitemap at this stage, was a good exercise to then understand what the overall of the site is made of, and suddenly became clear that the Leads Form is a big part of the whole website. But how do we get people to fill out the Form? The blog articles is a good source for potential users: since if they are reading mortgage-related content, they are likely interested in getting a loan. So navigation to the Blog was something that also stood out, such as pieces of content with strong information about the types of loans.
Although both desktop and mobile are important, I put special focus on the mobile experience, since is where we get more than 50% of the traffic from.
In order to come up with the first iteration of wireframes, I took the information collected from the Card Sorting, Personas, User Stories, User Flows, Questionaries and Interviews, and that allowed me to create the following sketches:
After having users play with the prototype, it was clear that the form format was working good! But there were some potential issues to catch right here:
One of the things that I discovered that could be improved, is consistency, spacing and also colors and fonts. Personas helped me come up with a more accurate set of colors and font types that reflect the personality and context of these users.
It was definitely a journey that helped me understand much more about Full Beaker's main product, from the business point of view and the user as well. By doing research and testing different formats and wording for the questions, I could come up with a much more accurate product. There are more ideas and hypothesis that I would AB test in order to get even more improvement, but usability testing already showed me what worked an not with this prototype.
I am self-taught Visual Designer and UI Developer with more than 8 years of constant hands-on on different kind of projects. I’ve formely worked remotely for many digital agencies around the world, and now I’m based in Seattle working for a lead generation company called Full Beaker, where I’m exploring what it takes to actually maintain and optimize a product once you have it out there in the market.
I'm currently happily employed, but I'm always open to friendly emails.
