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Users are greeted with a basic log-in or account creation prompt. This is also their first introduction to the side navigation that is intentionally designed to feel approachable and unatrusive with only five categories.
Deseret First Credit union reached out for help retaining users that churned after seeing the banks daunting online loan application process. They requested an entire rework from the ground up that gave users the option to apply on desktopor mobile.
Deseret emphasized the need to lighten the burden placed on users and cutting out as many unnecessary steps as possible. There was much of the original process that could be done by loan officers after the application had been filled and we wanted to balance the scales in favor of retention.
Loan applications are a notoriously laborious process with detailed forms and required identification checks. We needed to identify what we could cut, what we could condense and what the loan officers could do themselves.
As sole designer on this project I consulted with Deseret to create a client journey that identified pain points and potential opportunities, audited their pre-existing loan application process and created lo-fi wireframe layouts as well as the finished production ready screens.
Users are greeted with a basic log-in or account creation prompt. This is also their first introduction to the side navigation that is intentionally designed to feel approachable and unatrusive with only five categories.
The about you section features required information that cascades as users complete the required steps. Testing showed that obfuscating how many steps were left in a section and giving users a congratulatory check mark greatly improved retention.
Account details represents the greatest bulk of the application process. we took the opportunity to greatly condense several of the pre-existing categories into one larger section.
During a Loan application process users are required to give a valid ID that must be verified by a loan application officer. This was the greatest hurtle in retaining users in the past for Deseret.
I eased this pain point by,
• Giving a time estimate that a loan officer would get back to users
• Giving the option to save their progress and continue later
• Adding the ability to use a built in camera to take a photo
of the users ID
Deseret requested the mobile experience mirror that of the desktop loan application process. In the end we achieved this by removing the side navigation and cascading progress tabs.
Users are gently guided through the application process by answering simple questions about themselves.
Much like it's desktop counterpart, the account details on mobile is where users will spend most of their time.
I attempted to recreate the desktop experience 1:1 but found that many of the modules that were simple to navigate with a mouse we're to intricate for mobile use. Simpler, larger modules with carefully reduced prompts were created to streamline the process.
It was imperative that we created screens that reassured users that they we're still on track to finishing the process. After submission there is a brief period where data is transferred to Deseret First and the app needs to remain on. I simple pop up and loading animation give users confidence that their app has not frozen and their loan information is being sent forward.