Chase Home Lending

Helping New Homebuyers

Calculate Affordability

Role: Designer (UX + Visual)

Overview

Chase Home Lending
provides new home buyers resources and tools to improve the homebuying experience.

Chase Home Lending has the content, tools, and resources to help new home buyers make homebuying decisions but their platform was suffering from declining engagement and the current design left users feeling overwhelmed and confused. 

New homebuyers and Chase customers said the content wasn't digestible and that the visuals didn't help them understand the home buying process. Chase needed a new approach to their product and content strategy.

Working within a small team at HUGE, I was tasked to design the product vision.

User Research

Understanding user needs and exploring through sketches and prototyping

Out of the 60 million customers Chase customers, 30 million of them have mortgages but only 5 million people have mortgages with Chase. That's only 8%. 

Our persona, Kate, was the agreed upon target customer because she was Chase customer and first time homebuyer but did not have a Chase mortgage.

User research allowed us to narrow in on a few key themes for product exploration.

  • How might we make the CHL more customer-oriented?
    The current site focused more on 'product offerings' rather than how Chase's services could help the customer. 
     

  • How might we make the site easier to navigate?
    Customers were overwhelmed and confused by the site architecture.
     

  • How might we empower users with educational content and tools? 
    In order to better serve customer needs, we needed to surface helpful tools like the Mortgage Learning Center, tools and calculators and place them in context with related content.

Market Research

Affordability: a personalized way to track expenses

I conducted market research on Affordability calculators to better understand how they were used across different players and where there were opportunities for innovation.

In addition, based on user research and how might we statements, I also explored new ways to educate new home buyers like Kate on the actual cost of buying a home.

Interactive 
Expense

Calculator

One of the biggest insights we gleaned from the research was that customers were frustrated to find that there were many costs involved in the home buying process, in addition to the mortgage itself.


In order to make additional costs more transparent, I proposed making the summary of costs an interactive calculator so that customers could fill out their expenses and stay informed throughout the process.

User research allowed us to narrow in on a few key themes for product exploration.
 

  • To discuss what tools were assisting with the process

  • To understand what information was missing

  • To understand how the navigation and site architecture could provide clarity

Bifrication of Steps

Bifrication of Steps

Data visualizations helped users understand the allocation of their money, depending on the cost of a house they were looking at. Color cues also helped translate the experience, making it clear where the costs went above their budget.

High-fidelity wireframes brought the product strategy to life