When we began, EnerBank USA's loan application process was a maze of phone calls and paper trails—a completely analog system in a digital age. This project wasn't just about optimizing; it was about pioneering a shift from zero to one, laying the groundwork for the digital transformation that you'll see unfold in this use case.

Collaborating intensively with the VP of IT through whiteboarding sessions to decode the current system, prioritize digital transformation bank products, and identify critical business areas of friction within the lender-homeowner-loan officer ecosystem.

Employing a service design blueprint as a universal language for cross-departmental alignment enabled nuanced discussions with the VP of Contractors and process owners to pinpoint friction points affecting business operations and homeowner loan applications. It also helped shape the vision for what we would build first.

Conducting immersive, on-site observational research with loan officers over two weeks to gain firsthand insights into the dynamics of contractor-led introductions and the swift trust-building required with a majority-boomer client base wary of scams. These insights were pivotal in identifying pain points and informing design priorities.

Designing the homeowner application landing page with dual objectives: 1) Establish immediate trust by prominently displaying FDIC certification and organizational credibility, and 2) Enhance the user experience by preemptively outlining necessary documentation and simplifying the application process into three straightforward steps. A calculated approach to meet the unique needs of a scam-wary, boomer-majority clientele.

Introducing a wizard box to provide clear progress visibility while organizing application fields into logically chunked cards for enhanced readability and error prevention. Inspired by the loan officers' script, the design was well-received internally and aligned the digital experience with existing touchpoints, ensuring a cohesive user journey.

Incorporating key insights from research into the application process: 1) Introduced the 'Trevor Box,' a UI element capturing the trust-building tone of effective loan officers, guiding users throughout their journey, and 2) Implemented the 'Transfer to a Lender Button,' a feature that addresses the trust concerns of our boomer clientele by enabling a seamless handoff from digital to phone-based application completion.

Focusing on speed-to-answer as a competitive differentiator, the approval page was designed for real-time decision-making often experienced jointly by the homeowner and contractor. Despite achieving rapid responses, post-launch feedback revealed room for improvement, particularly concerning the 'Schumer Box,' which led to user confusion. This highlighted the importance of further user testing and optimizing for clarity over institutional preferences.

Our user testing honed in on the approval page, revealing a significant point of confusion: the juxtaposition of approved loan amounts versus requested loan amounts. Users were unclear about their ability to adjust the loan sum, an issue arising from the bank's preference to display the maximum approved amount.

Addressing real-world constraints revealed through frontline feedback, we developed a contractor mobile app to streamline the in-home loan application process. Key features include prefilled templates catering to contractors' specialization areas—like HVAC or windows—and an identity-verification license scanner that also automates form filling. This strategic move alleviated the need for homeowners to use their personal computers, thereby overcoming a critical barrier to application completion and driving project success. Built for Tablet and Mobile across iOS and Android platforms.

Our engagement transformed from a problem-solving stint into a 4-year partnership, reflecting its sustained impact. While I can't access direct financial metrics due to the consultancy setting, the extended engagement, staff promotions, and the bank's eventual acquisition speak volumes. Two achievements stand out: a 4.8 app rating for the contractor mobile app and a reduction in internal training time from three weeks to just two days. Success wasn't just designed; it was listened for—through engaging with frontline workers to deeply understand the problems we needed to solve for.

Digitizing EnerBank USA's Home Improvement Loans

Background:

EnerBank USA, a specialty lender in the banking industry, sought to bolster its home improvement loan services. Recognizing an opportunity to bring their loan application out of paper and pen and into the digital age, we embarked on 4-year journey to transform this bank.

Objective:

The key objective was to boost the business impact through user-centric digital solutions. By facilitating seamless user experiences across the lending ecosystem, the aim was to increase loan applications significantly.

Process & Approach:

The strategy was multi-fold. First, I conducted extensive stakeholder interviews to gain in-depth insights into their expectations and pain points. Second, loan officer shadowing was carried out to understand the workflow from the front lines and identify areas of potential improvement.

Building upon these insights, I mapped out the entire service. This holistic view served as a roadmap to plan and develop three interconnected systems aimed at different user groups:

Online Application Site for Home Owners: Enabled homeowners to apply for loans conveniently from any device.

Native Mobile App for Contractors: Allowed contractors to manage the loan application process while on the go.

Loan Maintenance Application for Lenders: Streamlined the lenders' workflows and improved loan management.

Outcome:

The result was a cohesive and user-friendly ecosystem that redefined the loan application process for all user groups. The project was a success, with the newly launched systems receiving a high user rating of 4.8 on the Apple App Store. More significantly, we saw a 200% increase in loan applications, underlining the successful integration of product leadership and design for business growth and user satisfaction.