NEWREZ

Home Buying Experience Vision

Project Overview

I led a small team in defining the future state of the customer experience.

We conducted research into the needs of customers and the infrastructure required to deliver on those needs.

From there we formulated a vision of a customer experience built around achieving prosperity.

My role

  • Lead concept development
  • Synthesize research
  • Develop concept narrative
  • Oversee qualitative research
  • Conduct quantitative research
  • Creative Direction

Tools & Methods

Research: Ethnography, Contextual Inquiry, Design Thinking, Interviews (UserZoom), Surveying (Centiment)Design: Miro, Figma, Ghost, Adobe CS, MS Office, Google Workspace,

Deliverables

  • Experience Strategy & Product Concepts
  • Service Blueprint
  • Qual. & Quant. Research Synthesis
  • Executive Presentation (Website)

Team

  • Director of Experience Strategy (Me)
  • Sr. Product Designer
  • Sr. Product Designer
  • Sr. UX researcher
  • Illustrator
  • Product Manager

About the business

Industry: Financial ServicesMarket: United States & CanadaSize: ~5,000 employeesHQ: Fort Washington, PASpecialties: Mortgage Lending & Servicing

Research & Development Activities

Market analysis of trends in home buying and personal loans

Competitive landscape analysis of the mortgage industry as well as adjacent industries like credit cards, online payment platforms, and big-ticket sales experiences

Observing and interviewing customers and employees

Surveying 1,800 recent mortgage buyers

Once patterns started to emerge in the research we were able to identify four customer archetypes. We defined them by their personal motivations, behavioral needs, financial needs, and comfort with new technologies and poducts.

We then created journey maps for each archetype.

Those journeys were crafted into an ideal customer experience supported by individual product concepts.

The entire strategy was compiled into a vision presented in a company facing website.