As a service designer working with Questrade, a pioneer in Investment and digital Mortgage, I've done extensive work in the mortgage business in developing new digital products as well as improving existing ones for an overall better customer experience.
Improving Existing Services
Context
At Questrade, existing services are continuously improved for better customer experience. Purchase and Switch mortgages were identified to have usability challenges and needed improvement.
Task
In order to find solutions, a cross-functional team collaboration was required to come up with holistic ideas for improvement in terms of capacity and feasibility. It was concluded that cross-functional workshop would be led by our team.
Approach
Action
The Lean Inception method was chosen to be relevant for the undertaking. Since usability challenges were within radar, the framework template included steps only to brainstorm and prioritize proposed solutions. Workshop was conducted across 3 days with a set objective for each day as below:
I created a Service blueprint highlighting usability challenges through positioning and relevance. This helped understand where and why customers were facing challenges with digital products.
Created a set of prompts for brainstorming session so teams could come up with ideas. Grouped similar ideas into solutions that could be implemented within that quarter.
Solutions were prioritized in terms of business value, customer desirability and effort to make the change. This gave reasoning why the chosen solutions were to be implemented.
Result
Identified solutions that once implemented, improve customer's experience when Purchasing or Switching to Questrade mortgage. Performance analytics were considered for several solutions to measure success of the idea in the next quarter. By taking a collaborative and unified approach, it became useful at the implementation stage as there was clarity amongst teams when working on prioritized solutions as well as a set reference point for context
Building New Products
Background
In an effort to expand QuestMortgage, there is a need to constantly develop new products to attract more customers. I worked as a Service Designer for building external Refinance that was launched last year in 2022.
Task
Build Service blueprint detailing customer's needs and identify opportunity areas where customer experience can be improved.
Approach
Action
- Identified scenarios for different types of customers who want to refinance
- Built customer journey maps for an ideal scenario where customer wants to refinance while switching over from another mortgage lender.
- Drafted Service Blueprint for the customer journey map connecting front end and back end processes for customer's actions along the journey.
Result
Identified opportunities in customer journey for improving customer experience when refinancing. These opportunities were internally shared amongst stakeholders and assessed holistically for implementation capacity in different phases. The following images are screenshots of the product live on website.
Website Entry
FAQ's about Refinancing
Application Process
** External refinance is one of many products that I worked on for QuestMortgage. Some products are still in development phase and soon to be launched. Due to confidentiality agreements and intellectual property considerations, details of these products cannot be disclosed but the approach for each project is similar. **
