Home lending · New home-equity experience strategy
The question
How should a new lending experience hold together when education, sales, origination, and servicing cross company boundaries?
The work
In work supporting a return to the home-equity market, the experience had to extend beyond an application funnel. Customers needed to learn what the product was, assess whether it fit, work with sales and origination teams, and understand what would happen after closing. A co-brand arrangement added a further transition between the organization originating the loan and the one servicing it.
I connected customer journeys, internal workflows, product capabilities, research needs, consent decisions, and handoff risks into an end-to-end experience frame. That included the entry funnel and the internal sales effort as well as the downstream transition.
The judgment
The experience direction had to account for continuity across the handoff. A clear application alone would not answer what a customer should expect from the later service or which team owned the next interaction.
The result
The initiative gained a common framework for the customer funnel, internal sales, origination, and servicing transition. The account describes design strategy and alignment; it does not claim a launched product or measured market result.
Contribution and result
| Field | Account |
|---|---|
| My contribution | Led the experience framing across the customer journey, internal sales work, product capabilities, and handoff. |
| Observable consequence | A shared direction for the end-to-end home-equity experience. |
| Basis | Firsthand project account and résumé summary of the design strategy. |
| Boundary | Subsequent implementation and commercial effects are outside this account. |
What I carry forward
When a product crosses companies, the handoff is part of the customer experience and belongs in the design frame from the start.
Project descriptions focus on my role and the contribution I can describe publicly. Confidential materials are omitted. Illustrations identified as reconstructions explain an idea; they are not original project deliverables.