Ally Financial
UX Process · Tools Design · Financial ServicesProblem
As part of Ally's first mortgage product, three calculators needed to be designed incorporating live rate data, grounded in competitive analysis and user research.
Solution
Full process from competitive analysis (Capital One, NerdWallet, Quicken Loans) through whiteboard ideation, Sketch iteration, prototype, usability testing, and live launch. Despite 3rd-party rate data challenges during development, pivots resulted in more informative features for customers.
Role
IA/Design lead on calculator sub-project within the broader mortgage initiative. Collaborated closely with visual designer and content strategist. Led executive-level stakeholder presentations.
Metrics
3 calculators launched — affordability, payment, and refinance | Featured on Cheddar TV, reviewed well with millennials | Tied to overall 20% lead form conversion improvement | Live at Ally.com
