The brief was simple, What would you do to improve the existing experience?

Background

A new product that was launched in a hurry, meaning completing it leanly was more highly valued over experience and design consideration. I was asked to redesign and refresh these pages, and take my own lead on them.

Approach

I started by understanding the product, customers motivations and the business’ objectives for the product. Digging into user testing, pulling insights and understanding pain points to guide considered improvements that also brought more of the brand’s look & feel into the product.

Outcome

A simplified experience that drastically reduced visual noise and cognitive load while still keeping needed functions, also shifting the visual focus to primary items. We’ve seen a considerable uplift in use of some features that were previously mostly ignored, increasing the usability of product, those features and increasing the overall customer satisfaction. This has played a direct role in the major increase we’ve seen in customers applying through the product (rather than over the phone), a major business win!