Borrower web application redesign
Role: Product Design Director
Responsibilities:
Drove design strategy pre and post launch
Managed 2 lead designers, London and San Francisco
Collaborate with cross functional leaders (Product, Engineering and Project Managers) on design direction
Executive communication regarding product design
Business Requirements:
Improve areas of drop off
Increase completed applications
Personalization
Automation & Efficiencies (for customer and internal processes)
Brand alignment (User interface and voice)
UX global alignment: design language and front end development
Current Design
Design Strategy
GOAL #1
IMPROVE AREAS OF DROP OFF AND INCREASE COMPLETED APPLICATIONS
Data: 35% drop off from landing page to 1st page of the app. Once user starts application 85% complete
Speed bumps:
Social security question
Document uploads
GOAL #2
AUTOMATION & EFFICIENCIES
Customers
Internal processes
Technology
GOAL # 3
BRAND ALIGNMENT (UI AND VOICE)
Aligned with UK application for global consistency
Changed the tone on how we asked questions
Overall house cleaning to launch a business.
GOAL #4
UX GLOBAL ALIGNMENT
Error Validation.png
Error validation
Font scale
Improved interaction patterns, ie. radio buttons
Mobile first approach
Content consumption
Component based approach
GOAL #5
PERSONALIZATION
Banks are #1 competitor. Can we replicate the experience of a bank manager walking a customer through the application?
Consistent user experience to include defining characteristics:
Loan amount
Industry
Years in business
Size of company
1st application, 2nd or multiple
Solution
CONVERSATIONAL FLOW
Why?
Able to provide context to why we were asking particular question therefore removing speed bumps.
Flexibility to customize the application according to existing user profile.
Scalability to offer new customer segment.
Improve capabilities of testing
Have the user focus one question at a time and replicate “at a bank” experience”
Research
Remote Usability Testing
Tool: Validately
Purpose: To understand whether having a friendlier application and allowing the user to focus on one task at a time could decrease the number of drop offs.
Actions:
Define user criteria. Used existing customer profile.
Outline a script with screener questions, pre-study questions, tasks and follow-up questions
Upload a clickable prototype
Obtain results within 24hrs
Cross Functional Collaboration
Action:
Weekly “Portfolio Meeting” whereby managers in Product, Engineering, Delivery and I discussed the status and roadmap planning.
Implemented the Tripod: Product, Engineering and Design. Product designers were embedded into the product development process. Designers attended stand ups, pre-IPM (iteration planning meeting) and participated in acceptance criteria.
Results:
Accurate design resource planning
Able to call out cross dependencies
Global alignment
Stronger design representation
Designers empowered to solve UX problems
Executive Communication
Action:
Weekly one on ones with VP of product and bi-weekly with Chief Product Officer
Participated and created product vision and global quarterly presentations
Results:
Included design thinking approach in product strategy
Improved alignment with customer needs
Aligned with business needs
Shared insights into product team general health and happiness
Gave recommendations to enhance team dynamics
Built friendships with business leaders