Business goal
Increase Domain Loan Finder's account sign-ups
Context
Domain Loan Finder (DLF, later renamed Domain Home Loans) was a home loan brokerage service. To use this service, customers needed to create an account, typically during the Domain property search journey. They would submit information about their borrowing needs, and a home loan specialist would then call them to help find and apply for a suitable home loan.
Customers were not charged any fees. DLF received a commission from the lender for every loan settlement.
My role
Senior Product Designer responsible for user research, concepts, user flow, prototyping, copywriting, UI and illustrations.
Result
32% increase in funnel conversion (account creation with mobile number).
Original sign-up funnel (web)
Problems
1. Most users drop off when they were asked to enter their mobile number.
2. Funnel was long and the questions were complicated
Design approach
Discovery: Usability test of existing funnel; consulting home loan specialists and listening to phone calls between home loan specialists and customers to understand customer needs; ideation workshop.
Delivery: Visualisation of concepts, prototyping, concept testing, journey mapping, UI design.
Solutions
1. Add a prominent entry point, alongside DLF's value propositions, on Domain's property listings.
2. Add a potential home loan rate range as a teaser to motivate sign-up.
3. Improve usability (e.g. more mobile-friendly, less visual noise and simpler language)
4. Increase alignment with the Domain brand to increase trust.
Solution 1: Prominent entry point
Alongside DLF's value propositions on every Domain's property listings.
Solution 2: Rate range teaser
This page was shown to the user before they were asked to enter their mobile number, where the biggest drop-off occurred.
Solution 3 & 4: Improve usability and brand alignment
I used progressive disclosure to ensure that users only needed to read certain questions when applicable. Also, I simplified the language to reduce cognitive load.
Note: The following images show sample pages from the second part of the funnel after sign-up, where users were asked more detailed questions to fine-tune their loan results. This treatment was applied throughout the entire funnel.
Result
32% increase in funnel conversion (account creation with mobile number).