HOME LOANS PAGE
I had the opportunity to sit down with a USAA member to talk about her experience using the companies website and mobile app. She uses the app for most of her banking needs. There are times when she feels a path for a certain task isn’t intuitive, so she goes to the companies website.
I asked her to go to the Home Loans page and think out loud as she explored the content and clicked through the interactions. Once she finished we talked about the pain points experienced and how things might be improved.
I compared our individual experiences and pain points to start a list of common themes:
Felt overwhelmed by the amount of content.
Lost confidence when being directed to other pages to see more info for each product.
Wanted a better experience with the Mortgage Calculator. (example: had to scroll up to see different interest rates for calculator input)
Wanted to abandon the site and pick up the phone or chat with a rep.
RECOMENDATIONS
ACCESSIBLE
USAA is known for providing incredible customer service. Creating a floating sticky communications bar will allow the user to remain in scrolling position while being able to contact a USAA representative.
Currently, you have to scroll to the top and navigate to Help/Contact Us or scroll to the bottom and navigate to Contact Us.
CALCULATOR REDESIGN
Expedite familiarity.
Minimize ambiguity.
Calculating multiple loan results will expedite the process to familiarize the user. If we introduce this interaction earlier in their search, we may keep them engaged longer.
CONTENT CONSOLIDATION
Money Talks. Show me the money!
Banner ad links could be more effective with less wording. If possible, use one powerful point to catch their eye.
Link sections could take up less room by simply listing the main article titles and leaving out the bullet points found within.
The combination of the two results in easily digestible content links.
LESS IS MORE
I’ve seen this before.
If we remove repeat sections, we reduce friction that causes the user to feel as if they are in a never-ending scroll.
Eagle Eye View
Here is a simple side by side view to show my efforts to reorganize content hierarchy and reduce friction on the Home Loans Page
