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UX at mortgages & Research Lead of Personal Area
Banc Sabadell offers an online simulator to find out what monthly loan will be, as part of a 100% digital hiring process to complete information, upload documents and finally sign a mortgage
As the UX of the squad, my mission was to analyze and define solutions by:
- Discovery of mortgage process and user needs
- Researching throw moderated and unmoderated testing
- Analyzing quantitative data: entry points, bouncing and conversion
- Validating real impact of new solutions after iteration
I had an additional role as Research Lead advising other squads on research and testing issues, defining good practices and
resume
Research that drives into
a big impact on leads throw a simple iteration
After a 6-step form, the online simulator shows offers based on the information provided by customers. One of these steps includes effort rules: income minus monthly expenses allocated to other loans and mortgages.
The result impacts lowering the payments that can be offered to the user, and if they do not reach a minimum percentage, don’t receive an offer and an error message is shown.
problem & validation
After an initial heuristic analysis of the flow, I detected that the error prevention law was ignored:
The text regarding «monthly expenses» could have been misinterpreted by users, negatively impacting the effort rules and the offer shown
This hypothesis was validated by:
- Qualitative testing with User Zoom
Insights and verbatims confirm that users understood this field broadly, entering incorrect amounts and getting unreal offers. - Google Analytics
Error Page for not reaching the minimum requirements is shown to users repeatedly. - Analysis of the offered mortgage database
Discrepancies were detected regarding the logical rules of the mortgage products.
iteration & solution validation
After detecting and validating the problem, the following steps were taken:
- Benchmarking on the “expenses” field, where it is verified that the treatment differs in other banks.
- Proposal for iteration of copy with higher cognitive load given the sensitivity of the data.
Validation of the proposal through unmoderated tests with UserZoom.
impact on simulator
The production rollout shows an immediate and consistent impact on:
- + 1.6% leads generated in the simulator
- – 31% amounts entered as expenses
- – 45% error screen impressionsdue to effort rules
key takeaways
Main lessons I have learned working there where:
- To leading and defining research methodologies and get that all squads were committed to apply on their discovery processes
- How difficult it’s to convince stakeholders on this kind of companies and how important is the data to get it
- Technical legacy can be a huge stopper to get things done