Sequence Capital
Private Lender / UX/UI / September – December 2021
Slide to see before and after
THE PROJECT
Sequence Capital is a B2B business that works with mortgage brokers to provide lending options to their clients. When I was brought onboard, the business had been established for a few years and had a decent dedicated client base, but their website had been put together in a rush a few years ago. The website functioned, but it was in need of creative strategy, an overhaul of the site structure to improve user experience, and needed to be optimized for mobile devices. The end goal was to build on the Sequence Capital brand, improve the site UX to drive more business, and create quality content to attract new business.
THE PROCESS
- Researched, performed competitive analysis, and prepared project brief identifying current problems and solutions of the current site.
- Established brand standards for imagery, typography, color palette, and tone and manner.
- Restructured the site content and layout to improve UX.
- Wrote new content and redesigned pages to improve UI.
- Worked closely with developer to launch site.
THE RESULT
Through my site evaluation there were 3 things that stood out most: There was no clear organization of content, no strong calls to action to get a broker to submit a deal, and no defined branding. The overall look and feel of the site was redesigned based on the newly defined creative strategy, the site structure was updated, and all content and imagery was reworked to better explain Sequence Capital’s value proposition.
- Restructured site navigation to group related content and make it easier for brokers to submit deals or contact the business directly
- Introduced human-focused imagery based on newly developed creative strategy
- Modified color palette and added accent color to emphasize primary CTA
- Wrote new content that better presents benefits to the client and the company’s value proposition
- Added team page because the people are a core component of the business
- Promoted newsletter sign up to drive business (in a survey brokers said they used this often to stay up to date on rates)
Site navigation
One-stop-shop
In a survey, brokers said the most important thing in a lending partner was making their lives easier.
Previously, brokers had to navigate from the homepage to their location, then a new page each time they wanted more information, then choose their location again.
To save brokers time I created a one-stop-shop where all of the information a broker needed for their location was all on one page.
