I led the research and design efforts that increased eMortgage adoption
• 2019 alone has delivered more eNote volumes than the last 5 years combined
• 240% increase to on-boarding, with an additional 234% in the pipeline.
BACKGROUND
eMortgage is the process of creating, executing, transferring, and storing closing documents including the promissory note electronically. Although eMortgage has been legal since 2000; less than 1% of Fannie Mae’s volume was in eNotes.
PROCESS
Research: I planned and conducted group interviews with digital and non-digital Lenders to understand their perception of eMortgage and understand their business priorities, needs, goals, behaviors, and motivators. I synthesized and shared a strategic report detailing gaps in the mortgage industry that Fannie Mae can fill. I created audience segments, attitudinal profiles, and highlighted primary and secondary reasons on Lenders perceptions, informing marketing collaterals and speaking engagements.
Blueprint: I created a blueprint that documents the Lenders on-boarding process from decision to roll-out. The blueprint successfully illustrates process pain-points; it’s long, manual and disintegrated. Using that, I created a future-state blueprint that suggests eliminating major time-consuming steps and automates the touch-points into a single microsite that serves as an educational platform, and an intake form.
I led the creation of the microsite, creating the wireframes, visual comps, defining the requirements and Information architecture. I worked alongside marketing to define the content, back-end logic, and the intake workflow. I created standardized templates for follow-up phone consultations with timeline and requirements.
The microsite had 75,506 page views in 2019. The blueprint has cut the average time and resources it takes to on-board by half.
