Redesigning the smava Homepage
Berlin, 2018 | @smava GmbH | real project
I worked as a UX Designer for Smava, Germany's leading loan portal making personal loans transparent, fair, and affordable for consumers.
I was the lead designer of this project.
According to the data from Kissmetrics and Hotjar, we were seeing over 75% of users drop out on the smava homepage.
We had a kick-off and brainstorming session. We gathered a lot of inputs from the participants.
- Awkwardly long list with no option for manual input on smartphones
- Some loan types are not well-known and there are no explanations for them
- The dropdown menu is not user friendly - x Months = y Years missing, no preview of possible rates -> add an approximate remaining duration
- Redundant messages everywhere. For example: we mentioned 'kostenlos' four times and 'unverbindlich' three times
- Links on the menu look overcrowded
Users don't feel confident or convinced enough to continue to the next step.
Insights from customers:
"He looks like he’s trying to sell me something, I don’t trust that."
"I thought Smava was a loan bank, not a comparison site."
"I didn’t want to request offers from too many banks because I’ve heard this impacts your Schufa-rating."
"I like doing things digitally, but always still having the option to call someone on the phone."
- After users land on this page, they can continue the process easily. If they are not yet confident enough, they can scroll down the page to see more details.
- Reduced the width of the three input fields, so users can see the 'possible rate' is changing as they change the inputs.
- We included the three main steps to give users see an idea of what to expect before starting
- We made it clear that we are not a bank, instead we provide a single place to search all bank loans.
- We highlighted what makes smava different: best rate / free of charge and not binding / data safety / Schufaneutral (no impact on credit score).
- User interviews flagged that many people thought 'Schufaneutral' = 'Schufafrei'; also, some users worried that requesting quotes from too many banks would impact their Schufa rating. We clarified the term Schufaneutral by saying: 'The smava loan comparison has no negative impact on your Schufa score.'
- On the next section we showed users the testimonials and trust logos to provide reassurance.
- In the FAQ section we collected the most frequently asked questions and shortened the answers so users wouldn't have to spend too much time reading them.
According to VWO with 13K+ visitors, the new homepage design has shown to have 32.39% better conversion rate than the old one. So, we decided to roll out to the new homepage design to 100% of users immediately, skipping the usual A/B testing.
Thank you for reading.