Ally Financial
Product Launch · Conversion Optimization · Financial ServicesProblem
Ally launched its first mortgage product requiring end-to-end UX across storefront pages, marketing, a third-party servicer integration, a pre-qualification lead form, and live-rate calculators.
Solution
Created the full mortgage customer journey — marketing integration, lead form, informational product pages explaining the buying/refinancing process, FAQs, and 3 responsive calculators (affordability, monthly payment, refinance) using live rate data. A/B tested the lead form to optimize conversion.
Role
IA over 9 months. Worked with product owners, content strategists, visual designers, marketing, third parties, and mobile/web/backend development. Led user research and testing, designed all three calculators, collaborated closely with visual designers and content strategists.
Metrics
A/B tested lead form improved conversion by 20% | 3 live-rate mortgage calculators launched | Calculators featured on Cheddar TV | Calculators live at Ally.com
