Project introduction

Frits is a scale-up company in mortgage advice. The company is young, and a disruptor in the industry for its focus on opening up the black box of mortgage advice. Customers are completely empowered and enabled to not only make their decisions completely informed, but also understand the implications of every choice they make.

Because Frits is an online business, with no locations and face-to-face mortgage appointments, it completely depends on the website and tooling for connecting to its customers. Therefore, Frits has invested in a completely new visual identity. The visual identity was created by Denstsu Creative Amsterdam and translated to a webdesign by me.

Project goals

Creating a new website was our way to reach a couple of goals:

• Eliminating outdated code & dependencies
• Increasing or Google positions by improving page performance
• Increasing customer engagement by making the mortgage journey a fun and whimsical experience

Project setup

Als project lead, I was responsible for the design, UX, briefing, development and content migration of the new website. Of course, I did not do this alone. I was in charge of the design & development processes, but worked in close cooperation with a small design team, two development teams and a marketing team. My goal was to make sure the website would not only look good, but would also be the perfect partner for our marketing team, and would seamlessly connect to our tooling and customer dashboard.

I conducted multiple usertests, testing various hypotheses (style, flows, template, setup, menu structure, etc), such as user interviews & observations, card-sorting & treejack tests and prototype tests with tasks & surveys.

Outcome

The outcome was a very flexible design setup, which provided the marketing team with a variety of templates, modules and flexible components to create, test and optimise the website according to their (and our users) needs. All flows, templates and forms were created in close cooperation with marketing & development, so that all user steps can be tracked, optimised and personalised during the entire customer journey. Also, to make the journey seamless, the website was created in Hubspot, a CRM platform that connects the web experience to marketing flows, customer service and their mortgage advisors.

Website: https://www.ikbenfrits.nl/