Home Equity Line of Credit
Use the equity you’ve built in your home over the years.
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Areas of Expertise
UI, UX and Design
Platforms
Web and Mobile
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Challenge
Develop new components and a full landing page redesign for California Bank & Trust’s Home Equity Line of Credit product, a credit line customers can use to help finance remodeling their home, consolidating their debt, or starting a new career, using the equity built in their home.
Users should be able to learn about the product and offer, apply online or reach out to a banker for more information. A/B testing will be performed with a variety of different hero sections to see which results in more conversions.
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Process
Step 1 | Strategy
Using our current product web page, I brainstormed with our Digital Marketing Manager to analyze the features and benefits that our users would want to know about. I then met with our product team to confirm the accuracy of the content and ensured the photos from my moodboard were on target with our audience, which are existing customers and prospects who have a mortgage with equity built into their home.
Photo Moodboard
Step 2 | Wireframes
I developed wireframes with product content and Latin filler for the initial mockups.
Our control hero section included a title, summary of the offer and CTA on the left side accompanied by a photograph on the right.
The test variation included the title and CTA on the left side accompanied by the offer on the right with no photograph.
The test variation included the title and CTA on the left side accompanied by the offer on the right with no photograph.
Desktop Landing Page Wireframe (Control)
Desktop Landing Page Hero Section Mockups (Test Variation Options)
Step 3 | Design Review and Final Results
I met with our project team to get feedback on the wireframes, including a Creative Director, copywriters, a developer, digital team members and internal stakeholders.
Using our existing brand colors, I created final high-fidelity mockups of the desktop and mobile variations of the landing page.
Brand Colors
Control Landing Page Mockup (Desktop)
Final A/B Test Variation Hero Section Mockup (Desktop)
