Empowering users in their Home Loan journey

The Approach

To thoroughly understand the problem, we began by creating personas of potential customers, identifying one key persona: "The Researcher." This user is actively researching the cost of a home loans and is keen to understand what their repayments might look like. Their primary concerns is knowing their potential monthly repayments and ensuring they could afford them. Their mission was to gain a clear understanding of these repayments to ensure they could service the loan. We recognised cognitive biases such as 'Framing' and the 'Ben Franklin Effect' would influence their decision-making process.





Our method centred around prominently featuring the repayment calculator as a hero element. The process was designed to be intuitive, prompting users to enter the amount they need to borrow and supporting them with copy that emphasises urgency and provides clear information. This approach was informed by our understanding that users on the home loan page were not being adequately encouraged to understand their borrowing position.





Our aim was to guided users to understand their current position using the repayment calculator, so that more users would begin the enquiry process because they would have a better understanding of their position, which in turn would give them the confidence to proceed.