#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
The UX Process: Taking survey and interview data, turning that into wireframes, and handing-off hi-fi designs
Research: Survey Initiative
Surveys
Key Trends
Interviews
Important Info
New Feature
“What We Offer”
- 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
- Conducted interviews with different originators to understand the most important information to display on a profile at first glance
- 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
A look at the survey questions results, allowing me to see trends in what information is important to originators
Major Outcomes
Increased click-throughs
Increased Average Time on Page
Research Data Used In Marketing
- 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
- There was a spike in average time spent on profile pages
- Survey data ended up being useful outside of just this project; marketing ended up using survey data for one of their projects
Mockup of the profile