Designing a Call-to-Action Panel for Home Loans to Enhance Engagement for New and Existing Customers, Increasing Lead Completes by 25%

ANZ's home loan forms—"Request a Call Back" and "Apply"—both serve the same purpose, creating confusion for customers. Alongside these, we offer digital self-service options, mobile lenders, brokers, and branch appointments. To improve clarity, we need a better way to communicate all pathways to connect with a lender or apply.

Situation

Due to legacy systems and limited prioritization of updates with ANZ Plus, we need to find solutions within our existing CMS and components to create effective pathways for users to connect with ANZ Home Loan specialists. This will help ensure users can easily reach specialists without requiring significant development resources.

Complication

I conducted user research with digitally savvy customers seeking a home loan to understand their perception and experience with our current pathways. This revealed areas of confusion, leading our team to create a clear Call to Action panel. Implementing it across the Home Loans section boosted lead completions by 25%.

Resolution

Call to action panel uplift design in desktop and mobile

Call to action design progression based on stakeholder feedback and reviews from legal