Convert legacy product into digital experiences

Situation + Problem(s)

Securities-Based Loan (SBL) account opening required 40+ wet signatures over 20+ days. I created a seamless end-to-end UX.

🛠️Methodology

Analyzed existing origination flow. Unpacked UX Research showing clients wanted Advisor engagement complemented by digital services.

📈Result

• 15% conversion rate
‍ for HNW client loan product by streamlining marketing and onboarding for $21B market
• 630 lines open, 1.6 days average setup time (~88% decrease from legacy experience)

Business Homepage: Presentation Test

Integrate multiple CTAs throughout public pages

• Humanize marketing language to explain and attract account opens
• Offer paths to deeper education of financial products

Humanize the financial advisor

Simplify complex financial products into conversation form, maintain JPM Chase Voice standards
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‘Multi Question Multi Answer’ (MQMA) simulation form powered by third party SAAS tech (InvestCloud)
‍
Carry-over answers from one screen to another

Intelligent form-fill sequencing

Answers reveal following questions; tool-tips for expanded descriptions
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Conversational form powered by third party SAAS tech — manage vendor relation and ensure QA\

Strategized design for all UI screens

• Led product and content strategy for general info about SBL, LIBOR, etc.

• Iterated on Product Landing Page content and offer module states

• Built interactive margin call slider with custom value inputs

Digitized federal form FR-U1 into onboarding

• Ensured user data passed on to Fed Reserve System

Built payment and loan health snapshot

• Synthesized Complex SBL Data: Strategized layout to prioritize high-value metrics like credit utilization, collateral lending value, and accrued interest, giving clients an immediate snapshot of their loan health.

• Streamlined Debt Management: Defined UX for  "Draw" and "Pay" workflows, surfacing automatic payment status and amount due to reduce friction.

• Contact me for a full end-to-end private presentation showing onboarding,  dashboard, draw money action, payment, margin call, etc.

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JOE ESPOSITO