Over the past few months, we have been dedicatedly working on an innovative mortgage product in Israel. This groundbreaking solution is the first of its kind in the country, offering a fully digitalized experience for obtaining a mortgage. In essence, it allows individuals to complete the entire mortgage process without leaving the comfort of their couch, eliminating the need to visit a physical bank branch. Collaborating closely with Bank Leumi, we successfully transformed the traditionally complex and time-consuming mortgage process into a streamlined, efficient, and digital experience.
Workflow
Visual Research
When designing the mortgage process, our goal was to turn it from a transactional experience with the bank into a human interaction. Recognizing that it could be daunting and impersonal, we focused on telling a story of exploring a home. Every step or question featured an image or animation of a scene, explaining the process visually. This approach aimed to make users feel connected and informed throughout.
CSS Styles
Design approach and visual language
During the design process, we carefully considered different screen layouts for our mortgage product. Our aim was to prioritize the application process while incorporating evolving illustrative elements. Through user testing, we found that a two-thirds and one-third layout struck the right balance, keeping users engaged and ensuring an enjoyable experience.
Design Research
Navigation Research
As Bank Leumi already had an existing customer application, we integrated our design system to maintain consistency between the products. Our research highlighted that users often feel overwhelmed by complex banking information. To address this, we implemented a larger font for questions and employed scrolling animations to create a conversational feel, making the process more user-friendly and personalized.
Illustrations
We strive to create a seamless and unified experience, and illustrations play a key role in achieving this. Our design incorporates interactive images of an Israeli home that dynamically change and adapt based on user interactions. As users progress through the process, the story unfolds, revealing new home images and objects through engaging camera movements. This gradual reveal culminates in the discovery of a complete living room, symbolizing a significant step towards our users' new home.
Storyboard
Working with development
A key lesson I learned was the importance of a detailed spec. This involved breaking down each page component, considering responsiveness and accessibility. Regular meetings with developers ensured design and functionality alignment. I maintained a daily changelog, conducted graphic QA sessions, and built a strong relationship with developers, which contributed to the project's success. Creating a detailed prototype that captured the entire user journey was crucial to meet stakeholders' needs. To understand the experience, explore the customer journey.
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