Home loans experience strategy

Role: Creative Director
Work: Stakeholder interviews · Experience strategy · MVP definition · Scenarios · Moodboards
Status: Delivered research that informed design

Moodboard: Neighborly (warm, suburban, nostalgic)

Capital One Home Loans spread its site across three domains in bank language, and visitors got lost before they converted.

Define an MVP: a re-focused home loans website that would be the foundation for future content, tools and new experiences.

I turned stakeholder interviews into findings and six experience strategies, narrowed the MVP's scope, and framed customer scenarios and visual moodboards.

From the work

8 pages from the original deliverables · select to enlarge

p. 12 Stakeholder interview findingsMVP strategy presentation

p. 20 Experience findings: where customers get lostMVP strategy presentation

p. 21 Six experience strategiesMVP strategy presentation

p. 15 Narrowing the focus: deep dive or shallow focusMVP strategy presentation

p. 16 A hybrid approach across four loan journeysMVP strategy presentation

p. 17 Building a strong foundationMVP strategy presentation

p. 18 To support future developmentMVP strategy presentation

p. 25 Scenario: first-time home buyerMVP strategy presentation

Deliverables

MVP strategy presentation: findings, experience strategies, scope, scenarios, moodboards33 pp

Full decks and specifications available on request.

Redacted for client confidentiality.

mistycripps@protonmail.com