Priority Financial Network Loan
Officer Pages Redesign
Priority Financial Network is a full-service mortgage lending company that offers a variety of services to Loan Officers. One of the key services they provide is an in-house marketing team, of which I was a part. Our marketing team's responsibilities included creating custom designs and digital content for Loan Officer campaigns. Specifically, my role involved redesigning a series of customized Loan Officer websites that were created using Figma.
Objective
The main objectives of this redesign consisted of the following:
-
Creating a modernized aesthetic and brand that meets the demands of the financial mortgage industry. Such as prioritizing professionalism, trustworthiness, and reliability.
-
Accessibility in all forms. Ensure that the site is responsive on various screens, such as mobile, tablet, and desktop screens.
-
Streamlining content by creating a sleek simple design. Ensuring all fonts, colors, and graphics have a unified brand that evokes reassurance and a strong visual identity.
-
Creating a visual hierarchy that includes cleaner headers, and structured sections with less text-heavy content while prioritizing clean and minimalist designs. Various Loan Officer sites have an outdated design.​
The Old Site
User Personas
Internal Loan Officer- Gady
​
Age: 38
​
Role: He is responsible for processing mortgage applications and providing updates to clients. Gady ensures that clients receive the best mortgage deals.
Goal: He wants to impress and build trustworthiness with clients with an updated site.
​
Pain Points: Gady is frustrated with the outdated design and navigation, which makes it difficult to access updated resources and tools. The old site lacks confidence in presenting the site to clients as it doesn’t reflect a modern, professional mortgage service.
New Mortgage Seeker- Alex
​
Age: 44​
​
Goals: She is seeking a mortgage for a first-time home purchase. Alex wants clear information about mortgage products, quick access to mortgage calculators, and an easy application process.
​
Pain Points: She : Finds the lengthy text sections overwhelming, making it hard to understand options and eligibility. The absence of visual aids or interactive tools makes it challenging for her to understand loan comparisons.She struggles to find clear next steps or proper contact info to move forward with her mortgage process.
Retired Homeowner- Ruth
​
Age: 66
​
Goals: She is refinancing her current mortgage for lower rates.
​
Pain Points: Pam feels overwhelmed by the site’s small text and lack of visual cues, making it hard to understand refinancing options. Since she's much older, tech skills mean they need a straightforward, accessible interface. The lack of user guidance and easy contact options adds to their frustration.
Lo-fi Wireframes
UI Guidelines
Final Screens
The redesign of the Priority Financial Network loan officer sites focuses on enhancing usability and trustworthiness while simplifying the user journey. The improved UI features:
​
-
Stremalined Navigation: The site features a clear and organized menu, allowing users to easily access information about loan options, application processes, and contact details.
-
Modern Aesthetic: A refreshed color scheme, streamlined sections, and ample white space provide a modern, professional look.
-
Interactive Tools: New integrated features like a mortgage calculator provide immediate feedback, assisting users in making informed decisions.
-
Responsive Layout: The new design adapts seamlessly to different devices like desktop and mobile. Which improve accessibility for all users.
