Home Lending Funnel Experience
Goal: Increase conversion and scalably elevate the customer experience by redesigning the Prosper Home Lending funnel end-to-end experience.
Lead Designer · 2021-2023
Opportunity areas
Identifying and eliminating funnel friction, end-to-end
Setting expectations at the start of the application and at important checkpoints throughout the funnel
Personalizing the selected offer and making accessible at all times
Humanizing the digital experience with access to a Prosper Home Lending agent for real, live support and providing relevant frequently asked questions and answers
Rethinking the verification experience post-application submit to allow for quicker mobile uploading and flexible device-switching
Designing and implementing the new funnel with an approach to allow other product teams and development teams to scale and customize
Accommodating both first-time applicants vs. returning customers with whom Prosper has/had a relationship with
Newly defined components to scale across product lines
· Buttons: primary, secondary, tertiary and disabled; state variations
· Input & dropdown fields: text, currency, single-select dropdown; error, alert and feedback variations
· Multi- and single-select controls: checkboxes, radio buttons, switches, multi-select tiles, single-select tiles
Impact of the redesign? 16%+ increase in end-to-end funnel conversion.
Incremental A/B testing of the old funnel against the new funnel quickly revealed the higher conversion rate of the proposed design. After weeks of out-performing expectations (original expectation was a 10-13% increase), the Product Analytics team recommended the team quit the test, deprecate the old funnel and move 100% of traffic to the new experience, while optimizations continue to be designed, built and shipped.
Fintech Onboarding Experience
Goal: Increase conversion and scalably elevate the customer experience by redesigning the Prosper Home Lending funnel end-to-end experience.
UX Design · UI Design · Interaction Design · Content Design