Post Office

Mortgages

Smoothing out the bumps that were preventing users from making the decision to apply

The Challenge:

The Post Office offers mortgages through a white label offering from the Bank of Ireland, which means the user experience the Post Office can affect is restricted to the start of the journey, before the application funnel.

According to the user analytics, there was much user traffic, engagement, and low bounce rate on mortgage calculator pages yet conversion was still low. There was an opportunity to see if the team would be able to optimise the journey to increase the number of users entering the application journey.

The Deliverables:

User Journey
Interactive Prototype
User testing research
Desktop/Tablet/Mobile high fidelity wireframes
UI Direction

Current

Journey

Current Journey

Learnings from conversion analytics

Many users miss the calculators.
When users see the calculator, engagement is high.
Calculator conversion is low. Users are either unhappy with the product or finding it difficult to apply.
It takes many clicks before having the opportunity to engage with a calculator.

The problems to solve:   

Users have to work quite hard to achieve their goals. There isn’t a clear, intuitive and guided path to applying for a product.

Calculators are needlessly complex, effort heavy and not intuitive with no clear next action.

Solving the problem

Opportunity for users

Make our journeys more connected and guided

Educate and lead the user step-by-step

Simplify the calculator

Establish clear next steps after interaction

Improving

the Journey

Initial wire-framing based on existing user insights

We learnt that there was a lot we could simplify from the current user flow. There wasn’t a clear flow to products and we required users to often click through pages with repeated content before allowing them to achieve their goal.