Product Information Wizard Case Study
Too much information is presented on the site all at once instead of being organized into paths, each step being revealed when needed. Users feel overwhelmed trying to decide what to click on.
I conducted a user test for each main product group with users planning on getting that particular kind of loan. The goal of the test was to observe intent, collect feedback on design, and learn the expectations for information for different phases in the customer journey.
After learning and mapping out the mental models of the three groups (home buyers, refinance, renovate) two distinct subgroups emerged from each one:
First Time Home Buyer
Second/Next Home Buyer
Completely new to refinancing/wanted to know the basics
Had a general idea about refinancing, but wanted to dig into details and numbers
House hunting for a fixer-upper
Want to remodel current home
Using the above subgroups, I designed a wizard that would ask visitors to self-select their group, and would then be shown categories of related information, before choosing the article or resource they would like to explore. This design was created to accommodate all existing content. I created low fidelity wireframe prototypes to present to executive stakeholders for buy-in:
Interact with the low fidelity prototype for home buyers