The “Enter Your Address” screen was expected to be easy—but data showed a 30% drop-off.
The data team flagged the issue, and I was asked to investigate further. Initial exploration ruled out usability bugs. I proposed a deeper UX hypothesis:Many users were rate shoppers or early-stage buyers, mistakenly entering the full application instead of lighter tools like pre-approvals or calculators.This discovery opened the door to rethinking not just a screen—but how we triage users across the product suite.
A more immediate solution was needed to prevent users from continuing down the full mortgage application. Two new designs were propsed and tested; the designs suggested stronger language as well as guidance towards alternative tools. The final design selected was a combination of the two.
To confirm my assumption I suggested content and language use that suggested alternative tools and was tailored to a home buyer that is still "exploring" solutions or getting a better understanding of what they can afford or qualify for. QuestMortgage provides excellent tools for those not ready for a full mortgage application and we wanted to underline and redirect to these offerings.
I created a simple prototype with a short flow, I removed any Questrade branding and worked with our UX Research team to complete unmoderated testing on usertesting.com.
I used this opportunity to ask our data team about the overall funnel conversions. These had not been formalized. With the help of the data team and one of the tech leads I was able to take the data and create a clear presentation of pain points to target.
