The challenge
Improve the user experience for brokers
Accord Mortgages sought the expertise of a Leeds digital agency to improve user experience, streamline navigation, and enhance information accessibility for brokers. Our mission was to develop a digital strategy that would speed up the mortgage application process, reduce calls to Business Development Managers, and ultimately drive more mortgage sales.
What we did
A restructure based on real user feedback
- Conducted an in-depth discovery phase, including analysis of the current website, competitor sites, target audience, and collaboration with the Accord team on requirements and business objectives.
- Interviewed 14 independent mortgage brokers across the UK, using open-ended questions and action-based tasks to identify issues with the current website.
- Worked with internal stakeholders to create user personas that informed the design process and optimised the user experience.
- Used insights from research to reorganise information on the site and optimise the user journey for mortgage brokers.
- Created a design system for Accord’s developers to ensure consistency across the site.
- Consulted with the mortgage brokers throughout the design process to ensure the new site met their needs.
The results
A professional, informative and easy to use site
The newly designed website received positive feedback from both Accord's internal team and mortgage brokers. As a result, Accord now has a professional site that not only improves the user journey but also reflects the quality of work that clients expect from a Leeds digital marketing agency.