Tavant FinXperience

Tavant FinXperience: Defining, Ideating, Prototyping

 Brief:

I and a group of amazing people that I worked with were tasked with re-design the user flow and digital experience for Tavant FinXperience, an online financial mortgaging tool

Why is this a problem worth solving?

  • The old build of the product was extremely poorly created. This had led to a lot of customers switching to competitors.

  • In order to maintain and grow the FinXperience user base, this redesign was essential.

Goals:

  • Gain consumer empathy.

  • Fit the needs of mortgage-related personas to provide the experience they need when borrowing money for their homes

  • Create a vision for what the Tavant FinXperience, a consumer-facing digital experience will be

  • Communicate and illustrate strategic experience recommendations

  • Set the foundation for future UX & Creative work

Design Process - Workshopping Exercises:

We created a series of worshipping exersizes focused around experience design tools to derive solutions to the clients pain points.

Brand Identity, Voice, and Tone:

  • Define the key characteristics that describe the Tavant brand by listing words that do and do not describe who we are.

    Voice and Tone Exploration :

  • Use 100 mph thinking to create a list of words that describe your brand voice. 

  • Vote on the characteristics that you feel best describe your brand.

Product Box: - How Do We Sell Tavant :

Teams illustrate the Tavant vision and brand by creating a “product box” to sell Tavant’s benefits, how it should be perceived, and what it should be known for amongst your clients and end customers, especially as compared to its competitors

Why - Illustrate Tavant’s brand promise and identity.

Product Vision: “Brainwrite”:

Participants “brainwrite” as many ideas as they can to solve the pain points on their paper. Participants then pass papers clockwise within their small group for 2-4 min each until they’ve seen each paper, read the list of ideas, circle the one or few they like best and expand out the best ones on that paper in a different colored marker. This activity encourages everyone to brainstorm to think of as many solutions as possible.

Wire-framing and Prototyping:

Post workshop we designed wireframes and prototypes of the design changes gathered through the workshop.

Key Design features Introduced:

  • Stepwise flow for ease of answering questions

  • Header flow bar to show the progress of the application

  • Multiple user logins for families on a single mortgage plan

  • Simplification of questions for quicker user-friendly answers

  • Reusability of the form to accommodate any new features and questions

  • Transitioning checkboxes to show when a question has been completed

  • Superhchat feature to help people when they get stuck

  • Placeholder formats to guide in answering questions.

  • Help icons to guide in answering questions

A Few of the Final Views:

Let's address the elephant in the room. Designs are not always about what you like. Remember, you are not the user, and many times - you are not the business. It's about what is appropriate for the user and the business. We want to be proud of the work, and we have to compromise. That is okay. The designs below reflect reality. We had constraints, multiple perspectives, and guardrails. This isn't to say I hate the designs below. On the contrary. I am incredibly proud of how everyone navigated this challenge and what was shipped.

What did we learn?

  • Content is king. It can't be stated enough.

  • Outcomes, not features. As a team, it's easy to focus on features and not the root cause. Establishing the outcome early allows us to explore features that meet that need.

Showing Gratitude:

Gary Barth

Tova Raykin

Adam Stubbs

Eric Zirlinger

Melanie Hogan

Amber Chae Kim

Haelim Oh

Isaac Scott