Priority Financial Redesign

Priority Financial Network Redesign

Priority Financial Network is a full-service mortgage lending company that offers a range of services to Loan Officers. One of the key services they provide is access to an in-house marketing team, of which I was a part. Our marketing team focused on creating custom designs and digital content for Loan Officer campaigns. My specific role involved redesigning Priority's main consumer-facing website using Figma, Adobe Illustrator, Photoshop, and Adobe XD.

Objective

The main objectives of this redesign consisted of the following:

Creating a modernized aesthetic that meets the demands of the financial industry. Such as prioritizing professionalism, security, and trustworthiness.
Accessibility in all forms. Ensuring that the site is responsive on various screens such as mobile, tablets, and desktop screens.
Streamlining content by creating a sleek simple design. Ensuring that all fonts, colors, and graphics have a unified brand that evokes reassurance and a strong visual identity. Creating a visual hierarchy that include cleaner headers, structured sections with less text heavy content while prioritizing clean and minimalist designs.

The Old Design

The Homepage

The layout is completely cluttered with text. There’s not enough visual breaks. There is no clear visual hierarchy guiding users from primary to secondary actions. Headers don’t stand out enough, and there’s little differentiation between sections.

About the Company

The page consists of a poor structure. It lacks clear sections like a mission statement and vision. The overall message on the page is generic and doesn't convey what differentiates the company from competitors.

Licensed In Page

The color scheme between the map and background doesn't contrast enough. The call-to-action ("Click States to Find a Loan Officer") is not too visually highlighted.

Mortgage Calculator

The colors of this calculator have an outdated style to it. There’s no visual feedback or dynamic updating when the calculator is filled in. The lack of feedback makes it less engaging and trustworthy.

Locations Page

The branch information cards feel crowded, with limited spacing between them, making the content harder to differentiate. Each card has the same building icon, which is very monotonous and unhelpful for users trying to distinguish between branches.

Branch Locations Details Page

The page feels empty with a lot of unused white space. It looks incomplete and not fully informative. For example there is no phone number or hours of operation displayed on the branch info.

Purchase a Home page

The design of the page feels outdated and static. It doesn’t convey a modern look for the financial industry. The only action available is clicking the Purchase a Home CTA. There’s also a minimal use of imagery and icons.

The hierarchy of this page is all over the place. Contact details, form fields, and instructions are all in a similar size and style, making it difficult to focus on essential information. The main info is directly under the navbar.

Site Map

A sitemap is supposed to enhance the user experience and overall SEO. This particular sitemap is less effective because it is a plain and text heavy with no visual icons to differentiate sections.

Research

The research for the Priority site rebrand consisted of interviewing various users, from internal staff to clients, who had actively used the site. The interviews consisted of questions about their pain points with the site, the aspects they enjoyed, and shadowing sessions where I examined the user's experience from page to page.

I also examined other financial competitor websites, such as Rocket Mortgage, Chase, and Pennymac, to get more detailed ideas of which designs were used in the finance industry.

I tested the site's accessibility and usability by using it on various platforms, such as mobile, tablets, and desktops. Based on the site's banding, hierarchy, and engagement, I created an audit of where the site was not mobile-friendly, legible, and inconsistent.

User Personas

Internal Loan Officer- Alberto

Age: 45

Role: He is responsible for processing mortgage applications and providing updates to clients. Alberto ensures that clients receive the best mortgage deals.

Pain Points: Frustrated with the outdated design and navigation, which makes it difficult to access updated resources and tools. The lack of a centralized portal for internal documents forces them to rely on other tools, leading to delays and inefficiency.

New Mortgage Seeker- Mandy

Age: 39

Goals: She is seeking a mortgage for a first-time home purchase.

Pain Points: Mandy finds the site confusing due to its cluttered layout and dense text, making it difficult to understand loan options and processes. She feels that navigating from one page to the other is challenging. She struggles to find clear next steps or proper contact info to move forward with her mortgage process.

Senior Looking to Refinance- Pamela

Age: 66

Goals: She is refinancing her current mortgage for lower rates.

Pain Points: Pam feels overwhelmed by the site’s small text and lack of visual cues, making it hard to understand refinancing options. Since she's much older, tech skills mean they need a straightforward, accessible interface. The lack of user guidance and easy contact options adds to their frustration.

Lo-fi Wireframes

The Homepage

The find a Loan Officer page

The Loan Solutions Page

The Recruiting Page

UI Guidelines

Final Screens

The redesign of the Priority Financial Network site focuses on enhancing usability and trustworthiness while simplifying the user journey. The improved UI features:

Visual Hierarchy: Clear typography, consistent branding, and structured layouts guide users effectively through content and guide users to loan offers seamlessly.
Modern Aesthetic: A refreshed color scheme, streamlined sections, and ample white space provide a modern, professional look.
Navigation Improvement: The sticky navigation bar and prominent CTAs ensure users can easily find relevant information and take action.
Mobile Responsiveness: The new design adapts seamlessly to different devices like desktop and mobile. Which improve accessibility for all users.

Live Priority Financial Site

Portfolio