Citi Mortgage · 2018
You are not a loan
Engaging mortgage experience that helps home buyers feel more confident in their home-buying decisions
The Ask
Citi, one of the world's largest financial institutions, was looking to optimize their digital mortgage ecosystem in the U.S.
The opportunity
Mortgage.com is the marketing website of Citi Mortgage, providing useful resources and information for people who are interested in getting a mortgage with Citi.
Despite its informative content and useful resources, the website struggles to attract prospective customers with a small number of traffic and conversion rate.
Design to bring guidance
The redesign focuses on helping homebuyers feel more confident in their home-buying decisions by delivering assistance and providing learning tools.
The approach
We worked alongside the Citi executive team to research the motivations and desired outcomes of different homebuyers. With the data-driven approach, the redesign aims to educate and inspire prospective customers, while uniting the brand with a consolidated design system language.
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In the 2018 J.D. Power Mortgage Customer Satisfaction Ranking, Citi's ranking went up to NO. 8 from NO. 14 in 2017.
15%
Increase in monthly search traffic
34%
Increse in site visitors
25%
Increase in home equity retention
#1
Google search for home equity calculator