Comparison tool entry
NERDWALLET
Motivating users to take their next loan shopping steps with NerdWallet.
TIMELINE
2 months
ROLE & SKILLS
UX research ; concept creation ; information architecture
PARTNERS
1 product designer ; 1 product manager ; 1 brand designer
Our Goal
How might we better address the interests and expectations of a homebuyer or student loan borrower who lands on our mortgage rates landing page or student loans landing page and motivate them to take the next step of shopping with NerdWallet?
The Approach
Design two concepts to concept test with our target users:
NerdWallet tells consumers what process they’re going to go through and what the end product or result is.
NerdWallet asks consumers at what point in their journey they’re at and we direct/help them based on their current stage.
I created a research test plan, ran a concept test, and created + synthesized research findings to finalize our direction.
We did an unmoderated concept test showing these two design frameworks to 10 mortgage purchase shoppers and 10 loan refinancing shoppers.
The goal of the study was to understand users’ expectations and desires upon landing on this kind of page.
Process
I created content anatomies and dialogue exercises to guide our two concept directions.
Concept A - NerdWallet tells consumers what process they’re going to go through and what the end product or result is.
Concept B - NerdWallet asks consumers at what point in their journey they’re at and we direct/help them based on their current stage.
Some high level findings from our unmoderated test
Outputs
Final designs
Results
After running an A/B test on the original design and this new design, we saw that onboarding start rate on the redesigned mortgage rates landing page improved by 4%.