Using analytics to create a better experience... 
The numbers had shown over and over that the application had fatal flaws in design and information architecture. I created a new plan and experience to solve the loan application and account mangement process so that they work together instead.
Making a payment and understanding your loan should not be difficult
The call to actions should be clear
Make it interactive. 
planning for errors.
Using subtle the errors so we don't panic the user. 
The mario moment... Happy ending! 

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