Leumi Mortgage
Responsive Web Design | Leumi Bank
An online mortgage application service
My role
UX research
UX design
The team
UX Lead
UX designer
UI Lead
UI designer
Project manager
Background
We created a pioneering digital mortgage product in Israel. It revolutionizes the mortgage process by providing a fully digital experience, enabling users to complete the entire process remotely. Working closely with Bank Leumi, we transformed the traditional complexity into a seamless and efficient digital solution.
The challenge: redefining the mortgage experience
Our challenge was to completely reshape the mortgage process experience, known for its bureaucratic complexities and emotional frustrations.
We aim to empower individuals with a limited understanding of financial matters. This enabled them to navigate the process independently and emerge with confidence and accomplishment, all without relying heavily on bankers' guidance.
Research
Method and tools
To gather valuable insights for our design process, we conducted a comprehensive research phase. The following is an overview of the research tools we used.
Interview sessions
These are some of the recurring phrases that were repeatedly mentioned in the conversations we had during the research process, and have been left untouched.
"The language they used was confusing, and it made the whole process incredibly stressful."
"I'm stressed! This is a very large loan, taking up a lot of expenses. I'm clueless."
"All the paperwork is a headache. I wish there was something to centralize everything."
Empirical data
67%
Apartment owners in Israel
68%
Comparing prices on a regular basis
63%
Either have basic economic knowledge or none at all
Competitors research
Research conclusions
Armed with a wealth of research findings, we analyzed and synthesized the data, extracting key conclusions. These insights became the driving force behind our product's characterization phase
Main insights
Despite thorough market research for living room purchases, fear of making a foolish choice paralyzes Israelis when comparing mortgage prices.
Financial literacy barriers often cause consumer paralysis among Israelis, leading to around 50% of mortgages being processed by consultants.
Gen Z and Gen Y have contrasting attitudes towards apartment ownership. Gen Y tends to save less and shows less urgency to buy, while Gen Z is more willing to build equity and purchase properties.
The emotional journey
Recognizing the disparity between initial positive emotions and the emotions experienced during the mortgage process, we employed Plutchik's Wheel of Emotions to explore the envisioned emotional journey of our users throughout the process.
User persona
Although the mortgage market has a wide range of audiences and a large potential market size, we focused our research on specific personas to better understand their unique needs and tailor our product accordingly.
The solution
Drawing on the insights from our research, we created a solution that addresses user concerns during the mortgage process, making it simple, clear, and enjoyable. The user flow was thoughtfully designed to align with these findings, resulting in a smooth and effortless experience.
User flow
Receiving the preliminary information in the requirements document (RD) greatly assisted us in refining and specifying the requirements, thereby avoiding time wastage and rework. By employing user flows, we were able to facilitate productive discussions among the product managers at the bank regarding the process and product.
Main user flow
What We Actually Did?
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Reduced Information Requests: In collaboration with the bank, we worked to minimize the number of questions asked from users regarding their financial situation, resulting in a more efficient process.
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Clear and Concise Explanations: We provided brief and understandable explanations for any questions that may arise, using natural and everyday language while maintaining a sense of professionalism.
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Intuitive Interface: Our interface was designed to be intuitive and clean, with clear navigation that guided users through each step of the process and indicated their next actions.
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Simplified Process: We focused on streamlining the mortgage process by eliminating unnecessary steps and ensuring coordination of expectations.
Navigation
Recognizing the concerns and lack of orientation experienced by many users, our goal was to create a simple navigation system that provides clear guidance on the user's progress within the process. We aimed to convey the existence of different stages that users can navigate between, some of which require completion of previous stages. Additionally, given the significant amount of data entry involved in the process, we prioritized the creation of a summary screen. This screen enables users to quickly review the data they have entered and make any necessary changes as needed.
The iterative refinement of the navigation component
Testing and validating the design
To validate our design choices, we conducted various tests such as guerrilla testing, prototyping, and usability test recordings. Through these tests, we gained valuable insights on user difficulties, addressed process clarity issues, and observed their emotional reactions to the product.
Full flow and prototype
To meet the needs of multiple stakeholders, it was important to create a detailed prototype that captures the entire user journey, both within and beyond the product. To gain a comprehensive understanding of the experience, you are invited to explore the customer journey:
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