Rithm Capital

A Home-Buying Experience Vision

Project Overview

I led a small team in defining the future state of the customer experience.

We conducted research into the needs of customers and the infrastructure required to deliver on those needs.

From there we formulated a vision of a customer experience built around achieving prosperity.

My role

Lead concept development
Synthesize research
Develop concept narrative
Oversee qualitative research
Conduct quantitative research
Creative Direction

Tools & Methods

Research: Ethnography, Contextual Inquiry, Design Thinking, Interviews (UserZoom), Surveying (Centiment)Design: Miro, Figma, Ghost, Adobe CS, MS Office, Google Workspace,

Research & Development Activities

Market analysis of trends in home buying and personal loans

Competitive landscape analysis of the mortgage industry as well as adjacent industries like credit cards, online payment platforms, and big-ticket sales experiences

Observing and interviewing customers and employees

Surveying 1,800 recent mortgage buyers

Deliverables

Experience Strategy & Product Concepts
Service Blueprint
Qual. & Quant. Research Synthesis
Executive Presentation (Website)

Team

Director of Experience Strategy (Me)
Sr. Product Designer
Sr. Product Designer
Sr. UX researcher
Illustrator
Product Manager

About the business

Industry: Financial ServicesMarket: United States & CanadaSize: ~5,000 employeesHQ: Fort Washington, PASpecialties: Mortgage Lending & Servicing

Once patterns started to emerge in the research we were able to identify four customer archetypes. We defined them by their personal motivations, behavioral needs, financial needs, and comfort with new technologies and poducts.