Rightmove Mortgages
Commanding an impressive 83% market share in the real estate sector, Rightmove strategically diversified its service portfolio by entering the financial services sector. I joined Rightmove shortly after the Mortgage in Principle Application launch, which was initially only open to First-Time Buyers.
Home Movers and Joint Applicants’ needs differ significantly from First-Time Buyers. Each group has distinct pain points, information requirements, and considerations.
User Research: Conducted extensive user interviews and surveys with each user group to gather qualitative and quantitative data.
Persona Development: Created detailed personas and user journey maps for Home Movers and Joint Applicants to understand their motivations, goals, and challenges.
Competitor Analysis: Analysed competitor offerings to identify gaps and opportunities for improvement.
- Proposition testing
- Enhanced the existing First Time Buyer Journey
- Expanded the application to include Home Movers
- Expanded the application to include Joint Applicants
Enhancing the First-Time Buyer Journey
Proposition Testing and Iterative Design Improvements.
Result: Improved completion rates and user satisfaction scores.
Expanding to Include Home Movers and Dual Applicants
Developed user flows for Single and Joint Applicants, addressing their specific needs, such as selling an existing property while purchasing a new one.
Organised content to provide easy access to relevant information and tools, such as mortgage calculators.
Result: Successfully launched the Home Mover and Joint application flow, reducing the high drop-off rate.
Additional Considerations:
Joint income assessment.
Shared documentation, sign and send (smart contracts).
Allow applicants to collaborate and track their applications.
Business Goal
Diversification into Financial Services with a focus on Mortgages.
Average Processing Time, Accepted Applications, Retention Post Diversification
User Needs
Users need a straightforward, reliable, and quick way to obtain a Mortgage in Principle.
Reduction in Application Time, User Satisfaction, Conversion Rates
Audience
Single and joint applicants applying for a new mortgage or porting an existing mortgage.
Onboarding & Retention
Team
2 Product Designers
3 FE Developers
2 BE Developers
1 QA
1 PO
1 BA
12 min
Time to complete
74% Drop-off
Provision Screen
22% Accepts
Completed Accepts
51% Conversion
Screening > Complete
With a clear indication of what to expect, users feel confident about continuing with the application.
Indicating the time required to complete the application reduces frustration and drop-off rates.
Including the lender’s details on the provision screen significantly boosts confidence in the application.
Joint Applicants
Challenges:
Revenue Dependence on Acceptance:
We only get paid for successful applications, so coordinating updates with the lender’s API changes required constant communication to avoid mismatches and ensure a higher acceptance rate.
Dynamic Requirements:
The lender’s API updates resulted in evolving requirements, necessitating flexibility and rapid adaptation in our design and development processes.
User Experience Consistency:
Maintaining a smooth and intuitive user experience amidst backend changes was challenging, requiring careful design adjustments and thorough user testing.
Technical Constraints:
Working within the constraints of the existing infrastructure while integrating API enhancements required balancing performance and design integrity.
Conversion through the form after updates
Mortgage in Principle
96%
Conversion Outgoings
66%
Conversion Personal Details
85%
Conversion Mortgage Basics
85%
Conversion Employment
