Please note:
Due to the sensitive nature of information and NDA clauses, client identities have been anonymised in my case studies.
Case Study shortened on mobile
Enabling an End-to-End Home Loan Journey
About the project
Previously, customers could only apply for a Further Advance or Readvance on their home loan via a lead generation form. This form triggered a manual follow-up by a property specialist, creating delays and customer drop-off. The business wanted to transform this into a fully digital, self-service journey — from initiation through to payout — for existing home loan customers.
Replaced a manual, lead-based process with a seamless end-to-end digital journey for existing home loan customers applying for a Further Advance or Readvance.
My role
I led the full UX and UI effort to digitise this journey. My responsibilities included process mapping (across front-end and back-end systems), stakeholder workshops, document and form analysis, UI design using the bank’s design system, and iterative collaboration with developers and legal teams.
Product Designer — UX research, process mapping, stakeholder engagement, UI design.
Process Overview
Delivering an end-to-end experience meant orchestrating multiple moving parts — from service availability to regulatory compliance.
Front-End Journey Audit
I first reviewed the existing DSP form to understand what users were currently experiencing. This included evaluating the inputs required, the language used, and any friction points during form completion.
Audited the current DSP lead-gen form and user journey.
Full-Process Mapping (Front to Back)
I worked closely with stakeholders and operational teams — including the property specialists who manually processed leads — to map the full journey: from form submission to customer document collection, processing, and payout. This helped identify all gaps and pain points in the current state.
Mapped the full back-office process with property specialists and legal teams.
Document & Input Field Audit
I analysed the actual documents used in physical or phone-based applications to determine what data we needed to capture digitally. This informed the design of the input fields in the new digital journey, ensuring legal and regulatory requirements were met.
Reviewed all required documentation to determine digital input needs.
Future-State Flow & System Handover
Based on everything gathered, I designed a new end-to-end flow specifically for existing home loan customers. This included stages like pre-validation, document upload, eligibility checks, and direct payout — all handled digitally without the user needing to speak to a property specialist.
Designed a new, end-to-end flow for self-service application and payout.
Repurposing Existing Communications
I also mapped drop-off communication opportunities using templates the bank already had (SMS/email), optimising them for the new digital funnel.
UI Design & Iteration
Leveraging the DSP Design System: Using the bank’s existing design system ensured visual consistency and development efficiency. I created new UI components for document upload, eligibility checks, and progress tracking.
Feedback & Iteration: Several iterations were made to account for stakeholder feedback across legal, compliance, and product teams — especially in areas involving customer document verification and handover to title deed attorneys.
Used the bank’s design system for UI and handled multiple stakeholder iterations.
Outcome
The final journey — including all screens, flows, and service integrations — was signed off and handed to development. The product is now in the build phase and is expected to launch soon as a fully digital alternative to the manual process.
Finalised design and user flow handed over to dev. Build currently in progress.
Key Takeaways
- Mapping the full process is non-negotiable. You can’t digitise what you don’t understand end-to-end.
- Repurposing existing assets saves time. We avoided redoing comms and UI components by adapting what already worked.
- Digitisation = empowerment. The new flow gives customers control and reduces turnaround time without needing middlemen.
Map front-to-back before designing.
Repurpose existing assets where possible.
Full digitisation cuts out middlemen and empowers users.