Guiding Homebuyers to Expert Help
Redesigning a mortgage website's core experience to build
trust and increase loan officer conversions.
Guild Mortgage is a mortgage lending company that focuses on putting people first. This project was designed for two main groups: potential homebuyers looking for a loan and existing customers who need to manage their accounts.
Role
UX Designer
Industry
Mortgage
Platform
Desktop & Mobile
Date
Feb 2025 - Aug 2025
The Problem
Guild Mortgage was struggling to convert website visitors into customers. The core issue was that potential homebuyers weren't connecting with loan officers through the site.
Several design problems were contributing to this:
The homepage didn't guide users on what to do next.
An overwhelming navigation menu made it hard to find information.
The website's overall look and feel was outdated.
Additionally, Guild wanted to introduce a new AI search tool but was unsure how users would interact with it or how it should be presented on the site. These issues were preventing the company from making the crucial human connections needed to grow its customer base.
Old Guild Mortgage Homepage: No clear guidance for users as there are a number of primary call-to-action buttons
Goals
Make it easy to connect with a loan officer. The primary goal was to guide potential customers to this key action and make the process as simple as possible.
Simplify and modernize the homepage. We needed to update the layout and design to help users find what they need and make informed decisions quickly.
Thoughtfully integrate AI search. The new AI tool needed to be a helpful feature without overshadowing the company's "people-first" approach.
Process
Our process was focused on understanding our users first, then exploring solutions. We broke the work down into four key phases:
Research and Discovery:
We started by defining our users and their goals. I led a competitive analysis to see how other companies were solving similar problems, which helped us identify opportunities for Guild to stand out.
Ideation:
With a clear understanding of the landscape, I facilitated brainstorming sessions with the team. We came up with several ideas for a new homepage layout, a simplified navigation, and different ways to introduce the AI search feature without being intrusive.
Wireframing:
I translated our best ideas into low-fidelity wireframes. This allowed us to map out the user flow and page structures quickly, focusing on functionality before getting into visual details. It was a crucial step for getting early feedback from the team and stakeholders.
Lessons Learned
While the new design is not yet live, the final prototypes were met with enthusiasm from both the project team and the client. The project is currently in the final stages of development.
The biggest takeaway from this project was the importance of having a single, clear goal. This focus led to several key benefits:
Team Alignment: By constantly asking, "Does this help a user connect with a loan officer?" we stayed aligned and made decisions more efficiently.
Simplified Design Process: The clear goal made it easier to prioritize features and simplify complex choices, from the navigation layout to the AI tool's role.
Prevention of Scope Creep: Our focus ensured that every part of the design served a distinct purpose, preventing unnecessary features from being added.
Ultimately, this approach led to a final product that the entire team is confident will meet its primary goal.
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