Making home loan journeys easier to navigate
Improving NAB’s home loan webpages to help customers understand their options and book an appointment, resulting in more appointment bookings.
01
Different journeys, different needs
I interviewed customers across four home loan segments: first-home buyers, investors, subsequent buyers and refinancers. The research helped us understand what each group was looking for, where they needed more support, and what information should be surfaced on each page.
02
A/B testing shaped the journey pattern
I proposed a test comparing the existing experience with a challenger that introduced this step-by-step component. The challenger produced a higher conversion uplift with statistical confidence.
I used the result to establish a consistent journey pattern that gave customers a clearer view of the process, then adapted it across first-home buyer and investor pages.
03
Making calculators easier to find
Research and site data showed that customers returned to the Home Loans pages to use calculators while making decisions. I tested different ways to present them, including illustrations, icons and text-only treatments.
In concept testing, participants found the illustrated version easier to recognize and scan, so I used distinct illustrations to help each tool stand out.
04
A lower-commitment next step
“‘Talk to an expert’ felt less committal than booking an appointment.”
That feedback led me to propose an A/B test comparing “Book an appointment” with “Talk to an expert.” The new CTA outperformed the control and reached statistical confidence.
05
Research through to live testing
Customer interviews shaped the direction, concept testing refined it, and live experiments measured how the changes performed.
8Moderated interviews
16Unmoderated concept tests
appointments booked
Live A/B test against the existing experience.