Case Study: Site Redesign

GoodMortgage Site Redesign

Brand Development & Responsive Testing

Case Study - Website Build

The Problem:

The GoodMortgage website and visual identity looked outdated compared to competitors and the online loan submission process needed major usability improvements.

How might we use this new website to improve the overall GoodMortgage brand and enhance the existing website experience?

The Solution:

The end product would be a completely redesigned GoodMortgage website experience that housed its own custom online loan submission engine. Not only did the website need to be extremely user-friendly and secure, the look and feel also would be the launchpad of a new GoodMortgage brand redesign.

The Team

Internal Team

  • Creative Director

  • EVP of Retail

  • Retail Marketing Manager

  • Customer Experience Specialist

  • Compliance Analyst

Partner Team

  • Project Manager

  • Product Manager

  • 8 Developers

  • 3 Designers

My Role

  • Establish Guidelines for Website Style Guide

  • Ensure Consistency Across Site by Reviewing and Approving Mockups Prior to Development

  • Develop GoodMortgage Brand Based on Website Look and Feel

  • CMS Platform Collaboration

  • Responsive Testing

Tools Used

  • Historical Analysis

  • Competitor Analysis

  • Stakeholder Interviews

  • Adobe Photoshop

  • Adobe Illustrator

  • Web Browsers

Discovery:

The initial stage of discovery used testimonials, site analytics, and interviews to understand the customers, their painpoints, and the overall journey.

Next, we walked through each section of the website with the founder of GoodMortgage to gain insights on historical customer interactions. For example, most of the organic traffic was coming from online calculators.

Original Homepage

Original GoodMortgage Homepage

The build of the site was to be done in an agile environment so while we were working on the visual style, designers from our vendor were already working on wireframes and page flows.

Process:

Through high fidelity mockups of key pages, the visual style was approved by committee. The designs were then passed on to the development team to start building the pages.

I was tasked with not only ensuring overall brand consistency but also page-to-page consistency since several designers were working on different pieces simultaneously. I would identify inconsistent areas, meet with the design managers, and approve the revisions in time for review the next morning.

I was also responsible for testing the site's responsiveness and bring any issues to the group to resolve.

Outcome:

At the time of launch, we had completely reimagined the GoodMortgage brand. We were able to balance stakeholder goals with what customers had come to expect from an online mortgage lender.

The stakeholders now felt that the visual identity could stand up to our competition and would be the foundation of the brand moving forward.

The online loan submission process was developed from the ground up with usability and customer experience at the forefront of every decision.

From the insights gleaned in our research, we kept existing URLs in tact to not lose traffic the old site had gained organically.

Redesigned Homepage

Redesigned GoodMortgage Home Page

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