Digital product & UI/UX
ECHO / Boston Housing Authority
Project overview
Own Up is a technology company I’ve been an employee at that focuses on making sure borrowers get the best deal on their mortgage.
One project I worked on was the homepage. The old homepage was created years ago and no longer reflected our company's values, and customers visiting the page didn’t understand what we did.
Other projects have included the onboarding questionnaire, mortgage calculators, and account landing pages.
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
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
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