Open Mortgage is a multi-channel mortgage lender that serves thousands of clients annually. Their mission is to Empower the American dream of homeownership by empowering our loan originators and partners, and their communities. Open Mortgage empowers. Open Mortgage has grown to help 65,000 families purchase or refinance their homes annually, by a broad offering of products to meet individual needs, providing customer-oriented education, implementing innovative technology that provides excellent service, and caring about the needs of their customers.
Open Mortgage's web presence was scattered and disjointed. Loan Officers and Branches had their own websites that were not consistent with brand standards and duplicated content from the corporate page, which damaged the company's SEO presence. Each Loan Officer's market is different based on their state, available programs, and specific channels. Loan Officers preferred their own websites so that they could direct their customers to their own specific applications and lead capture forms. They did not want to be part of the Open Mortgage website for fear of losing leads to another Loan Officer or the corporate funnel.
I approached this project with a few main goals from the Marketing and Sales departments. We wanted to bring all Loan Officers and Branch Managers under the corporate website umbrella by offering templated web page options. We also wanted to insure the Loan Officer would be the main point of contact for the user no matter where they went on the corporate website and insure that any captured information or application would be directed to the Loan Officer or Branch Manager. Lastly, leadership wanted to preserve customer-oriented education as a supporting role on the corporate website.
Home Page Redesign
We simplified the homepage to give the user a clear path to engage with the website. The main goals of the website are to start a loan application, find a local loan officer, or educate the user about mortgages.
We designed a set of widgets that stick to the bottom of the website giving the user contact information of their preferred Loan Officer or Branch Manager. By default, the widget displays only the corporate phone number and buttons to find a loan officer or contact the corporate office.
Whenever the user visits a Loan Officer or Branch page on openmortgage.com their internet browser picks up a contact identity. That identity is stored in the browser's local storage and displays the identity's contact information in a widget pinned to the bottom of the Open Mortgage website. This contact information will display on every page the user visits so that they can contact or apply with their preferred Loan Officer at any time.
Branch and Loan Officer Pages
We designed the Branch and Loan Officer pages to likely be the first point of entry for most customers who are already working to get a mortgage. We prioritized contact information and easily accessible application buttons. We wanted the pages to be easily customizable for future tools from the sales and engineering departments but also templated to create a consistent look for the Open Mortgage brand.
Find a loan
Finding a loan is challenging and can be overwhelming. I approached these pages by giving the user scenarios to relate to and a range of loan programs that could fit that need. As the user explores each mortgage channel and scenario they can see loan programs and read about the advantages each has to offer. Each scenario links to a loan page that gives the user information with a video or text and options to either start their loan application or find a loan officer.
When applying the user is greeted with a full-screen modal. Selecting a channel brings the user to the application of the Loan Officer or Branch contact identity their browser has picked up. Each Loan Officer is able to customize the questions obtained from the application form to fit their market. If the user does not have a contact identity stored in their browser's local storage the default questions are obtained.