HomeDashboard is a digital platform for homeowners and homebuyers to get insights on their properties. One of the major growth opportunities was to allow loan officers to invite their real estate partners to the platform to increase their client pool and better serve their closed clients.
This project aimed to simplify and implement an onboarding process to allow loan officers to easily invite their real estate partners to the app. Given that there were many moving pieces to this project, this case study will focus on two parts that functioned as mini projects within the overall initiative:
1. Streamlining the Registration Flow
2. Creation of an Onboarding Checklist
Prior to this initiative, clients were manually created or imported by our team and the account and password setup was fragmented. The app was also not able to support different user and business types since the original platform was for loan officers and independent mortgage banks. In order for users to onboard independently from our support team, we had to streamline existing flows and UI to make the experience streamlined.
Create an MVP flow to automate the user account creation and company setup, allowing realtors to be linked to their partner loan officer.
Increased login success rate
Our support team saw a reduction in requests and noted that users were no longer requesting multiple “reset password” emails in a row with an unsuccessful login.
Active agents saw their client base increase over 2x
Because loan officers can invite their realtor partners and their clients, their network of closed clients increased.
4+ hours saved per each new company setup
With a more automated system in place, our team no longer had to build custom branding and company setup.
During the discovery and scoping phase, there were key several items that needed to be resolved with our current registration flow before we could fully automate the invite and onboarding.
To solve for this, I iterated on several flows, starting with minor adjustments for the MVP given dev capacity, to later fully changing the way the user created an account. The full change included pre-populating information in the account creation form, and creating a blank company placeholder to tie to the realtor (since they would function as their own company within the app).
We had to ensure everything that was being updated to enhance this initiative would also work for other types of users as well.
Updated path for invited realtors included:
1.
In-app invitation functionality where loan officers can easily add partner realtors.
2.
Updated invite email with clear language and subject line.
3.
Pre-populated account creation form with name and email, with password setup included in the same step.
4.
Confirmation of account creation and redirect to login page without having to go to email first.
As we created the wireflows, additional considerations came up that challenged us to revisit the scope. My objective was to ensure that no essential elements were overlooked while efficiently outlining the requirements to distill the focus of the MVP.
Big questions:
User Role Types
Will the invited agent also be the default company admin since they are creating a new company?
Required Fields
What items are truly required for company level and user level? What can we default for the MVP?
Default Branding
What will generic branding look like before a user has entered their company branding?
Company Settings
How will a company admin view and edit company information? Will this have to be its own page?
Obtaining Payment
How will we capture payment? Will it be a part of the checklist or will we allow the user to explore the app first? What integrations will we have to consider?
The initial design featured a full checklist page that prevented the user from accessing the platform until the items were completed. During testing, we found there was a desire to see the platform and sample clients before agents uploaded their own client database.
Key iterations
1.
Keeping the checklist as a banner on the main pages so users can explore the app's functionality.
2.
Two-step checklist to simplify the process, starting with user and company information.
3.
Including sample clients with dashboards so a user can see what the clients see.
4.
Set default branding for the MVP to reduce complexity with the number of steps to onboard.
Final Designs
Connect with me to talk through the full project and takeaways.
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