Ally
Ally's First Mortgage Product
Problem
Ally decided to launch its first mortgage product. My team was tasked to undergo market research and competitor analysis to produce features including product pages on Ally’s storefront, marketing placement, integration with a third party servicer, a pre-qualification form for prospects, and several mortgage calculators driven by live rates.
Solution
We created solutions for the various steps of the mortgage process, including marketing integration, online lead form to reach potential customers, informational product pages that laid out the mortgage process for buying or refinancing a home, FAQ’s, 3 popular mortgage calculators—affordability, monthly payment and refinance.
ROLE
I was the IA on this project that spanned over 9 months to completion. I interacted with product owners, content strategists, visual designers, marketing teams, third parties, mobile and web development teams and backend development teams. After much user research and testing I worked closely with our visual designers and content strategists to build product pages that allowed users at various points in the mortgage process know what they could expect from the Ally mortgage experience. After regular testing we A/B tested our lead form to enhance performance and conversion by 20%. With my team, I designed three responsive mortgage calculators that incorporated the “live rates” for our potential customers to get a better idea of what they could afford prior to speaking with one of our mortgage specialist.
Here are some examples of the desktop and mobile web views for the mortgage calculators. You can also take the Affordability calculator for a test drive at Ally.com.
