#profile
Updating Originator profile pages: increasing Lender Search engagement
Problem
Originator profiles were a main feature of Scotsman Guide's Lender Search product. The main goal of Lender Search (per the website) was "connect directly with a … lender", a.k.a. user engagement with the lenders that would show in the search results. The profiles did not display the most useful information quickly to users, leading to a drop-off in engagement with the originators found through Lender Search.
Goal
By redesigning the profiles, I believed I could:
- Get users the most important information about the lenders in form of a "Quick View"
- Lead users to fill out engagement forms or click-through to the originator's website
Research: Circulation Team and Multipub
Surveys: Key Trends
Sent out a survey to all originators subscribed to the service and signed up for market research, identifying key trends in the data that mattered most to them
surveys
archaic
Interviews: Important information
Conducted interviews with different originators to understand the most important information to display on a profile at first glance
interviews
observing
New Feature: “What We Offer”
Designed a "Quick Look" area called "What We Offer" and flushed out the "Who We Are" and "What We've Done" features based on user feedback
feature
Metrics & Major Outcomes
Increased click-throughs
Even in the first week of publishing the new profiles, there was increased engagement from the Lender Search to the originator's website from the profiles
multipub
archaic
Increased Average Time on Page Info
There was a spike in average time spent on profile pages
interviews
observing
Research Data Used In Marketing
Survey data ended up being useful outside of just this project; marketing ended up using survey data for one of their projects
pain-points
key-features
Mockup of the final profile screen