loanDepot Lead Generation Flows
While working on the home page project, it became evident that there was a need to revisit our lead generation flows. The main priority of our home page is to get consumers into the appropriate form for whatever their journey is, into our dialer, and connected to a loan officer. There were several functionality issues that were holding our conversion rates back.
This also provided an opportunity to reskin the lead generation flow, allowing for our most important customer touchpoints to be visually cohesive, modernized, and aligned with our brand refresh.
Since we have a push to focus on performance marketing, we also needed to update this flow to function as a landing page for ads, as well as integrate into our home page experience seamlessly. Unfortunately, this project was never launched.
PROJECT DESCRIPTION
PROJECT MANAGER
UX/UI DESIGNER
COMPETITOR ANALYSIS
KEY TAKEAWAYS
Strong iconography is important
The focus should be on the application, the design should not be distracting
Avoid redundant questions and do not ask too many questions
Rocket and Better are main competitors, so use them as a benchmark
NEW DESIGN
ADDITIONAL CHANGES MADE
Adjusted flows to include a journey for all types of loans
Added contact information widgets to remain on the screen throughout the flow.
Updated hover/pressed/focus states of buttons
DESKTOP SCREENS
TABLET SCREENS
MOBILE SCREENS
PREVIOUS DESIGN
ANALYSIS & INPUT FROM STAKEHOLDERS
Need to keep the language as similar as possible, as the language had been approved by many stakeholders within the past year
Wanted it to be a “catch-all” form that could work for any customer beginning their journey with loanDepot
Rocket Mortgage has a similar flow that has a desired look and feel
Essentially, this project is a face lift, a refresh of the UI. Nothing needs to structurally change, other than the removal of a few questions from certain user flows to provide clarity, some improved copy, and added components from our library. The key to this project was making the execution as easy to execute as possible for our developers.
