With the digital channel becoming more important, I worked on updating the online application experience. The main focus was to be mobile responsive as well as address various pain points that we uncovered through research and analytics.
As part of the process, I mapped out the user journey to document the flow and see where we needed the improve the user experience. I've always equated the application as similiar to a online shopping checking experience. If things are confusing, people will just abandon. So I focused on having it as simple and easy as possible as we analyzed the experience page by page. There were numerous paper sketches before the wireframes and research around best practices for form design.
The work I did led to a significant increase in our digital sales as we saw our volume of applications grow from both the online channel as well as mobile devices. Through continual a/b testing and research, we've refined various aspects of the experience to get people to successfully apply. Currently, I'm working on a redesign for our next gen digital application. It'll have a much more refined look and feel as well as signficant improvements for the customer journey.