Building an Innovative Natural Language Form in Figma for ANZ.com to Enhance User Self-Identification in Home Loan Inquiries
We identified six pathways for users to contact an ANZ home loan specialist, including forms, booking tools, and phone numbers. However, users had to figure out which pathway to take themselves, rather than being guided to the appropriate option based on their specific home loan need. This led to user confusion and drop-off.
Situation
The complication was finding a solution that prioritised user needs over platform constraints while keeping the interaction in-page. Users were dropping off after clicking through to external pages. The goal was to create a seamless, needs-based experience that didn’t require users to leave the current page and could be easily engaged with.
Complication
The resolution was designing a natural language form component that could live on the page, helping users identify their needs. This allowed them to choose their pathway—whether filling out a form, making a call, or other actions—without clicking away. I completed the end-to-end design, prototyping, and pitched it to stakeholders, who loved the idea.
Resolution
Final designs in desktop and mobile for the home loans support call to action NLF design
Figma screens showing different user needs designed in hi-fi resolution and showing responsive design across devices