Personalized mortgage pathways
Overview
Designed and launched an interactive mortgage onboarding experience that guided users through personalized financing pathways, improving engagement and creating a more seamless entry into the mortgage journey.
Role
Product designer
Team
Product, Marketing, Engineers
Timeline
1 week
At a glance
5x
IIncrease in engagement starts through clearer onboarding and reduced friction.
3x
Lift in credit pull performance by identifying user intent earlier.
25%
Email CTR driving 3,830 onsite interactions with a 0.72% unsubscribe rate.
Exploration of an email onboarding variant testing how previewing personalized mortgage guidance before email submission could reduce friction and improve intent quality.
Hypothesis
We believed that helping users identify their goals earlier through a guided onboarding experience would reduce uncertainty, improve engagement quality, and create a smoother path into the mortgage application journey.
Problem
Traditional mortgage lead forms asked users for personal information before establishing value or understanding intent. This created early friction while limiting opportunities to personalize downstream experiences.
Outcome
Across all three journeys, the strongest-performing variant was the experience that identified user intent earlier and used that information to bypass redundant questions within the lead form. Instead of routing users through a traditional application flow immediately, the experience guided users into a more personalized path that provided relevant results and resources based on their responses. This reduced friction within the onboarding process while making the experience feel more useful and tailored to the user’s goals.
Experimentation
We tested multiple variants across refinance, purchase, and mixed user journeys to understand how expectation-setting and messaging clarity influenced engagement behavior. The experiments explored differences in CTA framing, guidance positioning, perceived value, and when lead capture was introduced within the experience.
Personalized mortgage pathways
Overview
Designed and launched an interactive mortgage onboarding experience that guided users through personalized financing pathways, improving engagement and creating a more seamless entry into the mortgage journey.
Role
Lead Product Designer
Team
Product, Marketing, Engineers
Timeline
1 week
Metrics at a glance
5x
Increase in engagement starts through clearer onboarding and reduced friction.
3x
Lift in credit pull performance by identifying user intent earlier.
25%
Email CTR driving 3,830 onsite interactions with a 0.72% unsubscribe rate.
Problem
Traditional mortgage lead forms asked users for personal information before establishing value or understanding intent. This created early friction while limiting opportunities to personalize downstream experiences.
Hypothesis
We believed that helping users identify their goals earlier through a guided onboarding experience would reduce uncertainty, improve engagement quality, and create a smoother path into the mortgage application journey.
Exploration of an email onboarding variant testing how previewing personalized mortgage guidance before email submission could reduce friction and improve intent quality.
Experimentation
We tested multiple variants across refinance, purchase, and mixed user journeys to understand how expectation-setting and messaging clarity influenced engagement behavior. The experiments explored differences in CTA framing, guidance positioning, perceived value, and when lead capture was introduced within the experience.
A/B test variants exploring different approaches to onboarding, personalization, and lead capture throughout the mortgage discovery journey, guiding users toward personalized content, email journeys, chat-assisted lead forms, and tailored articles.
Outcome
Across all three journeys, the strongest-performing variant was the experience that identified user intent earlier and used that information to bypass redundant questions within the lead form. Instead of routing users through a traditional application flow immediately, the experience guided users into a more personalized path that provided relevant results and resources based on their responses. This reduced friction within the onboarding process while making the experience feel more useful and tailored to the user’s goals.
Top-performing variant focused on capturing user intent upfront to personalize onboarding and streamline the path into the mortgage journey.
Thanks for stopping by!
I hope you enjoyed exploring my projects as much as I enjoyed creating them.
Email:
kelseymdahl@gmail.com
Phone:
248 892 9628
Email:
kelseymdahl@gmail.com
Phone:
248 892 9628
View Next Case Study
View Next Case Study