SNS Bank - Mortgage
SNS Bank is sub-brand of De Volksbank. It stands for financial resilience for everyone in The Netherlands. In such a way to withstand life events that impact one's income. During these times, it is more important than ever to know how to deal with and endure income changes.
The mortgage section on the website was cluttered in a way that no matter what type of (potential) customer visited this section, regardless of needs, all information on mortgages was displayed.
My Role
As the UX designer I worked together with Deloitte Digital and the SNS Bank Marketing department on the Customer journey, user research, and the Interaction and UI design.
Goal
To create a funnel based on users' life events (first home, new home, or mortgage refinancing).
- Provide the right information at the right time through personalisation.
- Inform that SNS Bank offers not only their own mortgages, but also of competitors.
- Convince to make an appointment at an SNS Bank branche office for a free orientation meeting.
- Offer to contact for other questions.
Design process
Data analysis: Gather data about the visitors and their behavior (quantitative research).
Behavioral Archetypes: Understanding the target audience, their mindset, narratives, thoughts, and pains and gains.
Solution concepting: Create solution concepts to each problem.
User flows: Create different scenario's on how different type of users/customers would navigate through the website to attain their goal(s).
Wireframing: Create page schematics with the purpose of content prioritization, defining available functionalities, and intended behaviors.
UI design: create responsive and detailed designs for the development team.
A/B testing: create A/B tests (Adobe Target) to verify new solutions and how they perform.
Topic research
Whether users find the desired information if mortgage information is categorised based on their life event, and what gives them trust in order to make an appointment.
Scope
User: Couples between 30 and 50, who are active in the housing market.
Market: Non-SNS Bank as well as SNS Bank customers that already have a mortgage, looking for a new or their first mortgage.
Findings
Some users really have the need to be taken by the hand, while other customers are more indepent browsers.
External rating and USP's have a positive impact on users, and are considered as trust builders.
Displaying information by topic decreases time users need to find needed information.
Emphasizing that an orientation meeting is completely free results in users to make an appointment more likely.
Design principles
Personal: Display the right information, for the right user, at the right time.
Polite: The design should be gainful and accessible to the user. There should be no insignificant distractions.
Results
Users can now find the needed information, based on their personal life events and make more often a an orientation meeting appointment.
- A landing page in the mortgage section providing three main categories (life events) in order to create a funnel as well as relevant information.
- External rating (Advieskeuze.nl) to increase trust.
- NBA's (Next Best Action), a free orientation meeting CTA (Call To Action) and contact information per page so each type of user is served accordingly.