The Approach:

I partnered with the executive team to define goals and align on business objectives. From there, I created user profiles, hand-drawn and digital wireframes, and interactive prototypes using Adobe XD and Photoshop to secure buy-in. I also developed UX documentation and requirements for the third-party development team. Throughout the project, I served as the UI/UX designer, project manager, and primary liaison between stakeholders and developers.

The Impact:

Added a homepage form, resulting in a 32% increase in customer inquiries

• Loan officers saw higher engagement and application rates on individual profile pages

• The newly introduced mortgage calculator improved session duration and user interaction, prompting more calls to loan officers

• SEO performance increased significantly, and the bounce rate dropped by 26%

The redesign not only improved usability and mobile responsiveness but also created a measurable lift in conversions and overall business performance.