Home Lending Funnel Redesign
The product line in growth mode, Prosper’s Home Lending funnel presented opportunities for optimization. The goal: increase conversion and scalably elevate the end-to-end UX.
Design Lead · 2023-2024
Impact: 16%+ lift in end-to-end funnel conversion
Incremental A/B testing pitted the redesigned funnel against the original, and the new experience won decisively. After outperforming the projected 10–13% lift for several consecutive weeks, the Product Analytics team called the test early: deprecate the original, move 100% of traffic to the new funnel, and keep iterating.
+23% offer page conversion
+$2.93M incremental quarterly origination
Problem: 51% of applicants abandoned at the offer page, costing the business $2-3M in quarterly incremental originations
Old offer page UX
Guided by user research, data analysis and internal stakeholder collaboration, we identified 3 core opportunity areas on which to focus
IA complexity
Prosper’s brokerage partnership base grew, meaning multiple offers would be presented on the offer page, leading to a far-too-complex offer information architecture and display, which users signaled in qualitative studies
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Cognitive overload
Users spent an average of 4mins on this page. Qualitative user interviews revealed users feeling confused, overwhelmed and very hesitant when presented with their home lending offers and page content
Offer rigidity
Usability testing revealed users feeling confused, overwhelmed and very hesitant when presented with their home lending offers and page content
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Offer curation & simplicity
Displaying all qualifying offers with equal prominence wasn’t working. Instead, we simplified the design of the page, surfacing a “top offer” based on user priority changed the outcome
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Progressive disclosure
Presenting all offer details at once wasn’t working either. Instead, we carefully selected which aspects of the offer to feature at the right time, and strategically positioned the most important ones
Flexible, smart $ slider
HELOCs and HELoans are typically large amounts of money. From a user standpoint, even small adjustments are necessary and have huge impact. We introduced a smart slider that allowed users to customize their offer amount, aligning with their needs
Foundational research to guide the redesign
Design iteration + testing
Featured an individual offer, personalized as the "top offer" with option to view all offers qualified for
Simplified offer display + prioritize content users want to see at this stage of funnel: nix detailed view and value props on every tile
Added product comparison chart for quick clarification on offer types
Before → after: +23% lift in offer page conversion
→
Cognitive overload → hesitancy → abandonment
Clarity → confidence → conversion
Impact beyond the product
Cross-org design influence for the design org, now positioned as strategic partners for business outcomes
AI-native foundation introduced by in-session agent access to scale in future iterations
Precedent-setting for a design-led product development lifecycle and approach to problem solving
Modernized design system to scale winning components across the org
