Beyond Bank
Optimising home loan user journey
Client:
Beyond Bank Australia
Role:
Product UX Designer
Year:
2024-2025
The problem
Only 1% of users engaging with home loan content will convert i.e. go on to apply or make an inquiry.
The team
1 x Head of Data and Analytics
1 x Head of Experience
1 x Product UX Designer (myself)
2 x Software Developers (FE + BE)
1 x Quality Assurance (QA)
My responsibilities 💃
Competitive review and desk research on the home loan journeys
UX/UI audit the current home loan pages
Wireframing > Pixel-perfect design
Maintain the UI kit
Dev Handoff
The process
Stage 1 - Finding the real problem
Collaborating with the Data Analytics team, we uncovered our core challenge now is retention, not conversion. While 75% of users converted during their first session, 90% of the remaining users never returned. This insight shifted our strategic focus toward improving engagement to drive long-term conversion and growth.
What we did:
UX/UI Audit (top left image)
Competitive Research (top right image)
User Segmentation + Proto-persona + User Journey (bottom image)
Stage 2 - Ideate, Design, Test and Iterate
Pur key focus areas:
A centralised Home Loan hub: A dedicated "Home Loans" hub to guide users, acting as a concierge for different needs.
An enhanced product selector / calculator: A more intuitive and effective home loan comparison calculator.
Why these two areas?
Data showed users who engaged with both product detail pages and calculators were more likely to convert. However, the current navigation between these pages was unclear, impacting both conversion and retention.
By testing and iterating early, we quickly validated these design, allowing us to move into development with confidence.
Stage 3 - Dev Handoff and Maintain the Design System
By working closely with the devs from the beginning, we aligned on technical feasibility and clarified their requirements early in the process. This proactive approach enabled a smooth handoff, supported by clear design specs, assets, and thorough documentation.
I also maintained and updated the design system to ensure consistency across all touchpoints, enabling efficient collaboration and scaling of future design work.
The outcome 🎉
The new home loan pages will be live mid-2025. Stay tuned!
The reflection
If I have a chance to work on a similar project, I would collaborate early with other Beyond Bank teams, especially marketing, legal, and copywriter to ensure alignment. In banking, content and marketing heavily influence UX/UI decisions, so early collaboration saves time and prevents costly revisions.
