Digital product & UI/UX
Own Up Homepage
Project overview
Own Up is a technology company that ensures borrowers get the best deal on their mortgage.
I participated at many stages of the research and production of the Own Up site refresh, including the onboarding questionnaire, mortgage calculators, and account landing pages.
My primary task was rethinking the homepage. As the first encounter many customers have with the company, the old homepage no longer reflected our company's values, and customers visiting the page didn’t understand what we did.
I strove to clarify the process customers could expect when working with Own Up. This efforts ultimately resulted in an 11.5% increase in customers continuing down our funnel.
Details
Company/client: Own Up
Role: Product Designer
Direct collaborators: 2 designers, 1 product manager
Team: Developers
Time period: 2022
Project type: Digital product & UI/UX
Before
After
(note: if the video does not load, refresh the page)
Goals
Primary: Our homepage should better communicate our values and our mission.
Secondary: Increase the number of customers entering our funnel as well as converting.
Process
Conducted competitor research
Created rough drafts followed by revision
Came up with copy, which was a collaboration with our marketing partner and other members of the team
Created high fidelity designs, trying out different versions
Checked in with key stakeholders before deciding on a final version
Added developer annotations to the Figma
QA with developers, page is approved and released
Challenges
It was a highly visible, substantial project. We worked through this by being thorough and involving devs and stakeholders early.
Success
The new page reflected our values and brand far better, customers weren't as confused about what we do, and there was an 11.5% increase in customers who continued down our funnel, as well as an increase in overall conversion!
Digital Product Design for Boston Housing Authority
Contact me