loanDepot Lead Generation Flows
We used this project as an opportunity to reskin the lead generation flow, allowing for our most important customer touch point to be visually cohesive, modernized, and aligned with our brand refresh.
Roles: Lead UI Designer, QA, UAT
COMPETITOR ANALYSIS
Strong iconography is important
The focus should be on the application, the design should not be distracting
Avoid redundant questions and do not ask too many questions
Rocket and Better are main competitors, so use them as a benchmark
ANALYSIS & INPUT FROM STAKEHOLDERS
Need to keep the language as similar as possible, as the language had been approved by many stakeholders within the past year
Wanted it to be a “catch-all” form that could work for any customer beginning their journey with loanDepot
Rocket Mortgage has a similar flow that has a desired look and feel
NEW DESIGN
Adjusted flows to include a journey for all types of loans
Added contact information widgets to remain on the screen throughout the flow.
Updated hover/pressed/focus states of buttons
