Revamping the Loan Closing Process
Research Ask
Discover the gaps in user understanding and expectations compared to the existing UI design. Why are users confused and how can we resolve these friction points?
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The product team wanted us to focus on a particular widget based on some initial user feedback and the long-term strategy for the product.
Project Goal
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Learn where and why users are getting confused within the user flow.
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Determine which elements of the UI need to be altered to alleviate any friction points found during the research.
Research Approach
I conducted a thematic analysis on an intercept survey that the UX designers had launched before I had been put on the project.
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To gain insight into user pain points the UX designer and I conducted semi-structured user interviews with external clients and Account Executives.
Research Results
My research discovered that users were having a hard time finding certain elements after the recent redesign of the site. I identified two main reasons users were having these findability issues:
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Some call-to-action buttons had moved to other pages and users didn't know where the buttons had moved
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Specific buttons had moved within the same page but were "hidden" because they were less perceptually noticeable amongst new UI elements that dominated users' visual attention
Another main takeaway from our interviews was that there was a lack of training when this new service came out which was adding to the confusion for both clients and Account Executives (who serve as service support for our clients).
Outcome
I collaborated closely with the designer to ideate several potential UI changes to make certain call-to-actions more visually noticeable and provide more informative feedback.
I presented my findings in the form of a results deck to the product team. They agreed with our UI recommendations and gave approval.
Based on the results the product team decided to look into ways to provide more training and learning resources for both internal and external users.
Impact
I improved the client experience for users by making our closing software easier to interpret and providing a more actionable interface design.
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My research identified reasons why users were experiencing confusion while trying to close their loans. I provided suggestions to stakeholders as to ways to resolve the confusion as well as working with the designer to address the UI issues.