Citi Mortgage

Citi, a leading financial institution, aims to enhance its user experience by redesigning its mortgage landing page. The goal is to streamline the mortgage application process, improve accessibility, and increase conversions.

Task

To enhance the user experience of Citi Bank's mortgage landing page through a comprehensive redesign, catering to the evolving needs and expectations of modern mortgage applicants.

  • Strategy

    Brand Strategy, UI Strategy

  • Design

    UI/UX Design

  • Client

    CitivBank

  • Tools

    Sketch, Photoshop, Jira

Open Project

Research

The research and discovery phase of this project played a crucial role in understanding the existing user experience, identifying pain points, and uncovering opportunities for improvement.

  • Conducted user interviews and surveys to understand pain points and user needs.
  • Analyzed competitor websites to identify industry trends and best practices.
  • Utilized analytics data to pinpoint areas of high drop-off and user engagement.

Goals

The primary goal of this project was to improve the user experience of Citi Bank’s mortgage landing page through a comprehensive redesign. This effort was driven by the need to meet the evolving demands and expectations of today’s mortgage applicants, aiming for a smoother and more efficient process.

  • Simplify the mortgage application process for users.
  • Increase conversion rates by optimizing the user journey.
  • Improve accessibility for users of all abilities.
  • Enhance trust and credibility through clear communication and intuitive design.

Design Principles

Simplicity

Prioritize clarity and ease of use to guide users through the process.

Accessibility

Ensure all users, including those with disabilities, can navigate the page effectively.

Visual Hierarchy

Use visual cues and hierarchy to draw attention to key information and calls to action.

Consistency

Maintain consistency in design elements and terminology to reduce cognitive load.

Trustworthiness

Build trust through transparent communication and intuitive design.

Wireframe

During the wireframing phase, we created a user-friendly layout for Citi’s mortgage landing page, focusing on clarity and ease of navigation. Essential elements like the mortgage calculator and application form were strategically placed to guide users seamlessly through the process. Our goal was to optimize the user experience and empower users to make informed decisions confidently.

Landing Page

Responsive

Implementation

  • Collaborated with developers to ensure the design was implemented accurately and efficiently.
  • Conducted usability testing to identify any usability issues or bugs.
  • Made necessary adjustments based on user feedback and testing results.

Results

  • Increased conversion rates by 38% within the first month of the redesign.
  • Reduced bounce rates by improving the clarity of information and calls to action.
  • Positive feedback from users regarding the streamlined application process and improved accessibility.
  • Enhanced brand perception and trustworthiness through the updated design.

Conclusion

The redesign of Citi’s mortgage landing page successfully achieved the goals of simplifying the application process, increasing conversions, and improving accessibility. By prioritizing user needs and implementing a clean and intuitive design, Citi has strengthened its position as a trusted provider of mortgage services. Ongoing monitoring and iterative improvements will ensure continued success in meeting user expectations and business objectives.

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