We partnered with Citi to transform their mortgage experience to reflect how people actually think about home financing decisions.
For most people, a mortgage represents the largest financial commitment they'll ever make. Yet the traditional mortgage process often feels clinical, confusing, and disconnected from the experience of finding or improving a home.
Rather than designing around banking products, we restructured the experience around human intentions:
We developed intuitive tools that made abstract mortgage concepts tangible:
Vanessa Zhang, Huyen Do Creative Direction
Lisa Kossover, Mikayla Mason Strategy
Mikaela Thomas Copy
Bryan McCartney, Huyen Do Design
The redesigned experience transformed how people interact with the Citi mortgage process:
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