Florius Winning Cross-Pass
Ideation and concept and validation for Florius Hypotheken
How might we help mortgage advisors become more relevant to existing customers by initiating meaningful points of contact during the entire mortgage term?
The Challenge
When the housing market is at a high mortgage advisors don’t have to put much energy into drawing in mortgage applications. Business flows towards them. Mortgage applicants on the other hand feel that during the mortgage term advisors are fairly invisible until the fixed interest rate period is about to expire or when there are plans to relocate .
During the mortgage term a lot can change in a person’s life: family expansion/empty nest, a promotion, a divorce or a desire to move to a bigger or smaller home or to make a home more energy effcient. To be at the forefront of these life events mortgage advisors that can stay relevant in their customer’s lives can gain a competitive advantage, especially when the housing market is at a low and it is hard to draw in new customers.
The Process
I was able to persuade the innovation manager at Florius to tackle this How Might We question in a Design Sprint; a five day immersive workshop program focused on deepening the understanding of the challenge, aligning on the key problems, coming up with multiple solutions, prototyping the best idea and validating the solution with independent mortgage advisors.
The sprint was conducted by a multi disiciplinary team of 6 Florius experts supported by UX/UI designers for prototyping and guided by a digital strategist/workshop facilitator.
What makes a Design Sprint such an powerful and efficient method is that it shortens the time between idea and feedback massively thus saving time and money by investing in a validated solution direction.
The Concept
During the exploration fase we found that mortgage advisors have difficulty keeping track of the situation of their clients which makes it challenging to do an effectively and meaningful outreach.
The solution was as elegant as it was simple and effective. An additional module in the Florius mortgage advisor’s portal that allowed advisors to filter Florius customers on key metrics; interest rate, end of fixed interest rate term, family situation, age, year of construction of the property, amongst others.
Advisors can now easily filter (groups of) clients on specific metrics and send them personalized messages with relevant advise and signaling the importance of getting in touch.
Furthermore advisors are presented with a personalized dashboard per customer containing the topics of interest, important information about the property and CTA’s to easily make contact.
The Result
6 mortage advisors where interviewed to validate the interactive prototype. The general verdict was that this would make the outreach to existing customers far easier and more efficient saving them time whilst becoming more relevant.
Adding more metrics and portfolio building features were suggested during the validation. After refining and implementation in the Florius advisor portal this feature has contributed greatly to the pro-active service level of independent mortgage advisors thus gaining Florius a preference status amongst advisors.
This concept has gained recognition by winning various mortgage industry awards.
My role
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Combining the Behavioral Design Canvas & the Design Sprint in a 5 day workshop program.
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Conducting customer interviews to gather valuable insights before the Design Sprint.
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Facilitating a group of 5 Florius stakeholders and 2 UX & UI designers during the Behavioral Design Sprint process.
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Validating the interactive prototype by conducting 7 interviews focused on comprehension, usability and optimization.
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The outcomes of the validation interviews provided clear optimizations that were included in the prototype during an Iteration Sprint and revalidated with Florius costomers. The result was an optimized concept and application roadmap for further design and development.
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