PROBLEM

The client wanted to reduce call center inquiries by improving content hierarchy and making the website easier to navigate to allow users to get the information they are seeking.

SOLUTION

We used the information we gained from users to redesign the whole site.

MY ROLE

I conducted stakeholder and user interviews, an analytics audit, and a card sort in order to fully master the users of the website and understand what information is the most valuable to them. With this information, I was able to influence the design team in order to make the site user friendly as well as helping to draw new customers to the site. I also improved the Google Analytics on the site to track pieces of information to give the client an adequate understanding of their marketing performance.

RESULTS

We successfully redesigned the website with a 33% increase in mobile traffic, 20% increase in page sessions, and reduced call center inquiries by over 36%. With the addition of improved analytics tracking, the site is seeing an increase of loan inquiries by over 100%.