Huyen Do
Citi Mortgage

Citi Mortgage

A woman closing a mortgage

We partnered with Citi to transform their mortgage experience to reflect how people actually think about home financing decisions.

The Challenge

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.

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Reframing the Experience

Rather than designing around banking products, we restructured the experience around human intentions:

"I want to buy a home" – The purchase journey
"I want to improve my current mortgage" – The refinance journey
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A mockup of the project
A mockup of the project
A mockup of the project

We developed intuitive tools that made abstract mortgage concepts tangible:

Interactive mortgage and refinance calculators
Step-by-step process break down of the mortgage journey
Progressive disclosure that reveals information at the moment it becomes relevant, preventing overwhelm
A mockup of the project
A mockup of the project

Vanessa Zhang, Huyen Do Creative Direction

Lisa Kossover, Mikayla Mason Strategy

Mikaela Thomas Copy

Bryan McCartney, Huyen Do Design

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A mockup of the project

The Impact

The redesigned experience transformed how people interact with the Citi mortgage process:

80% of users reported better understanding of their mortgage options
45% increase in application completion rates
65% increase in applications initiated on mobile devices
A mockup of the project

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