Home loan forms typically inspire sudden cases of ‘I have something better to do’, which was our exact point of inspiration. We softened every edge – from the landing page and forms, to designs and copy, all to make sure applying online was dead-easy.
We took a blue-sky, if not stratospheric approach to the job – to design the most pain-free application process on the market.
The landing page and form obviously needed the same DNA – where rather than scare the users’ pants off (running bare-bottomed to another site), they were invited to spend 30 minutes in the warm bosom of both page and form.
Said bosom was generously wrapped in white space. Consciously or not, everyone knows the value of white space – less clutter, room to breathe, throw cats and whatever. White space makes it easier to group stuff, scan stuff and read stuff. Used right, white space has even been known to increase reader comprehension by up to 20%.
White space – useful, simple, elegant, sophisticated and an overall satisfaction injection…and if you’re designing to sell, best you get scoochy with it.
Our second focus was language – and to annihilate ‘bank speak’ as far as possible. As one would go about eating an elephant, we broke the inherently lifeless information into simpler, friendlier, more human sentences. Anyone stepping into the form would know exactly what they needed, what was in store, how long it would take and thanks to our breadcrumb trail, would always know their place in the process.
We created personas, charted myriad user flows, A-B tested…basically came at this thing from every angle. Initial checklists made sure nobody wandered off into the form, only to realise three pages in they couldn’t carry on for lack of the right info.
Specific tick boxes ticked would duplicate information to save more time, and strong calls to action shanghaied any doubt as to what to do next (much like our error messaging).
So…form follows function.
Beautiful design makes business sense.
The observation-affirmation: you don’t know everything about the market – the market does.