MORTGAGE CHOICE
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ATLAS / 2017
BRIEF
Mortgage Choice  engaged Atlas to enhance the user journey in order to increase conversion across the business.

Project Goals

● Improve the user flow through the website and between different areas of the business (including corporate and franchise microsites, home loans, financial planning, car loans, insurance, business lending and credit cards) ● Create a consistent look and feel across all products ● Encourage growth of non-home loan areas of the business

Success Measures

● Increased conversion rates ● Lower bounce rates ● High user satisfaction through goal testing Other business goals: ○  Grow broker list via franchises ○  Grow user base via forms ○  Grow brand awareness via paid search / social marketing
APPROACH

phase 1
Discovery & Analysis

DISCOVERY & REQUIREMENTS GATHERING
 

ANALYSE EXISTING GA & CRM DATA, JOURNEYS AND PERSONAS
 COMPETITOR ANALYSIS
RESEARCH REPORT & PRESENTATION
FORMULATE RESEARCH PLAN


phase 2
User Testing & Analysis

PHASE 2
USER TESTING & ANALYSIS

USABILITY TEST SESSIONS WITH 12 PARTICIPANTS
FRANCHISEE INTERVIEWS
CREATE RESEARCH-INFORMED PERSONAS
USER JOURNEYS 
SITE INFORMATION ARCHITECTURE MAP 
SERVICE DESIGN BLUEPRINT 




phase 3
design & prototype




 BUILD CLICKABLE PROTOTYPES (DESKTOP/MOBILE)
SESSION TESTS WITH 12 PARTICIPANTS
ITERATE ON DESIGN AND DELIVER





LEARNINGS
Even after using the website, there was still some confusion about why Mortgage Choice was different or what it offered in terms of unique value proposition. Once we made this clear, all participants said it was important to know.

After having used Mortgage Choice website, people saw the website as a stepping stone to deeper research. They came here to gather information or get an initial ballpark in order to call a bank direct or continue researching on other sites. Although users understood that they provided other products, essentially they saw Mortgage Choice as a comparison site.

There was also confusion on the broker’s sites as to whether the information was coming from a Mortgage Choice or broker point of view. Even when people have a broker, they will do their research regardless. On broker’s pages they are likely to look for a point of connection with a broker, and sometimes this is as simple as seeing that their address is close to home.