How could we promote Power buyer with consumer friendly language?
Problem
The marketing team believed that introducing Power Buyer and the benefits is appropriate on the loan officer pages. However, the language used was confusing and unclear with many believing that buyers would miss the value.This has caused a very important product to gain negative traction with many consumers raising concerns for the lack of transparency.
Research
Research Goals
In collaboration with the UX research lead we came up with a test probe to specifically find out the following:
- Get reactions and feedback to current design and content
- Understand the desired content and functionality that would 1) persuade members to contact the LO 2) generate more leads
- Discuss content /functionality that’s missing (i.e. FAQ, articles, etc.)
- Gauge usefulness
Questions:
- Let’s review the concept: Take a minute to review, what are your impressions of the page?
- Let’s closely examine each section and the content/functionality. Please give me your thoughts on:
Contact Banner
Where am I in the home-buying process
Power Buyer
Learn with Us Articles
Moving into Your Dream Home - What’s missing? What’s irrelevant or unnecessary?
Findings
To help minimize confusion and reduce questions for loan officers, add more clarity with the following:
- The value of being certified as Power Buyer including a simple definition of what it is.
- Additional unclear or misleading information included:
LockWhile You Shop –add either a disclaimer or additional copy explaining that it costs ¼ of a point to float downthe rate; add”only 60 days to buy”
DelayedFinancing –change the wording, ‘delayed financing’ to simpler language that focus on the benefit. In general, the wording was confusing. Consider adding how a cash buyer can tap into their equity on a purchase. - To help reduce the amount of content on the page, ensure the PowerBuyer landing page describes the ‘how’s’ of each bullet point.
User Quotes
" It’s confusing. What are we offering? "
“I think a lot of people are going to read that
and go “huh??”
“It’s still confusing for me what we are offering with Power Buyer?”
"Maybe I’m not familiar with everything with Power Buyer, but what is‘delayed financing”?
Solution
A new landing page specific to Power Buyers was needed in order for it to differentiate it between the learning officer page and the product. There is a lot of content unique to Power buyer which makes integrating it in the loan officers' landing page creates a negative dynamic between both sets of content. Having a stand alone product page allows full disclosure and transparency of information to the consumer while reducing the number of clicks to get to the page.
Disclaimer: The live web page may look slightly different to the design shown. This is due to authoring and Development tool restrictions but a great effort was made to mimic the design as close as possible.
More Projects.....
These projects were one-off projects that only required a visual consultation from the UX team.
Ultimately I took on the role as the lead designer for both of these projects.
UX team process intro web concept
Financial hardship center
