Company

LendingClub

Year

2017

Role

Led, researched, and designed

Our Goal

LendingClub.com is the storefront and first stage of a consumer loan acquisition funnel. Our goal was to telegraph a high level of professionalism, trust and confidence, all while clearly communicating the individual steps that shepherd users toward sessions and ultimately increased conversions. 

Our Borrowers

Simultaneous to restructuring the site content, the User Research team interviewed current customers to render clearer pictures of use cases. Translating these case studies into actionable UX design decisions was crucial to building internal consensus in our roadmap development.

Customer Journey

Because we built customer profiles and behavioral indices, The Lending Club's customer experience begins before reaching the site. At each step we anticipate needs and optimize to increase success through the conversion pipeline. 

What did we observe?

• Many didn't hesitate to go through the application to see their rate options. This is also where we saw a significant drop-off in conversion. Many felt they weren't ready to commit.
  
  
• There's significant traffic to the How it Works and Help pages, as well as calls into Customer Support. 
  
  
• Potential customers will do their own research to learn about brand and reputation. They rarely trust reviews on a site as they may be curated.

What did we learn?

• Set expectations with potential customers by providing more information about the process and explanation around the breakdown of costs.
  
  
• Answer common questions on the main home and product pages could help provide a sense of comfort, thereby influence conversion into the application the number of calls into Customer Support.
  
  
• Update imagery and voice and tone of the site to be more personable and conversational rather than business-oriented and tactical.

“At the end of the day, as a consumer, the back end process doesn’t really affect me. Whether I borrow money from Chase, whether I borrow money from Bank of America, Prosper, Lending Club, the only thing that matters to me is what’s the rate… how long does it take to pay it off… how long does it take to get the money into my account… are you going to hard inquiry me.”

Sitemap

Competitive Analysis

Test Call-To-Action

Ideation and testing for multiple versions.

What did we learn? Customers who align with Lending Club's offering exhibit predictable behavior as they progress along a decision tree. The depth and specificity of sensitive information being requested is crucial to devising a comfortable and encouraging journey to conversion. 

Build

Define usable components with engineering

Define responsive layout across multiple breakpoints

Pattern Library

Iterate & A/B Test

Next project

Frictionless Shopping