FINANCIAL GURU JOURNEY FORM FLOW
Designed a form flow for LendingTree to help the user know what kind of loan they are looking for.
The objective
When the user comes to the LendingTree homepage website and is not sure what type of loan he/she is looking for, the user can click “not sure” CTA and it will take the user to a Financial Guru Form Flow. In that form flow, the user will answer simple questions by a financial guru and will recommend the loan type to the user. The financial guru form flow would be a great form to test out to see if there if the form would perform well. The image below is a wireframe the product manager and I came up with on the form flow journey.
Meet Marie!
Marie is the the financial guru that will be guiding the user on their journey to recommend the best loan option to get based on their situation. She will be placed above the question on each form flow page.
The loan options
The image below, are mobile designs of the recommendations of the following:
Personal Loan
Mortgage
Auto Loan
Student Loan
Business Loan
Each recommendation has a CTA to take the user to that product.
Loan Options
Presenting the demo
After coming up the the form flow design, I prototyped the form flow in a mobile format and presented to creative management and the product manager of this project for approval. View the demo video below! (Keep note that the final CTA loops the video to the beginning to see the other loan option paths.)
The final design
After reviewing this with creative management and the product manager for approval, I uploaded all the design files to Zeplin. From there, the front end developer who will take on developing this form flow will review with me for any questions. After that the form flow is good to go, the product manager gives the approval go live and test out its performance.
Final Design
The outcome
The form flow didn’t perform well as the product manager and I hoped for. Most users that shop for a loan on LendingTree, have an idea on what kind of loan they are looking for. In the other hand, Another product manager who manages the Personal Loans wanted to test out the design template of the Financial Guru on the Personal Loan Form application. When the new personal loan form flow that featured Marie went live to test out, it had a better conversion performance that it became the top performance form flow for that product.