Low confidence

Becoming a homeowner is a significant financial investment and responsibility — which, in turns, creates a need for support and guidance. Previously, the landing page of a client's digital account lacked any clear guidance that felt tangible and accessible. As a result, confidence began to erode over time.

Low information scent

Instead of providing clear, descriptive context that signal a path toward their goal, the experience used vague links that left users guessing. This created a frustrating experience where the trail often went cold, forcing users to click aimlessly rather than following a logical scent toward the information they need.

Lack of larger strategy

Though there was an assembly of information that, in theory, was helpful to users in their daily tasks and larger goals, there was no intuitive direction in the UI that led them there with ease. And moreover, the UI's information architecture had no strategy tied to larger user journeys.