The Client
Monster Lead Group (MLG) helps mortgage lenders insulate their business against rate and market turbulence through data-driven direct mail marketing, inbound call analytics, and sales coaching.
The Product
They envisioned a direct mail automation platform (DMAP) to centralize order tracking, budgeting, data management, and reporting/analytics. DMAP would provide MLG staff the technological framework to support processing the job, while clients would manage their own campaigns and all creative.
The Process
1. In-Person Workshop
Over the course of two-days, my team and I met and collaborated with MLG’s product, operations, and technical teams to extract ideas and document processes, resulting in the whiteboard below.
2. Stakeholder & User Interviews
During our discovery, I conducted interviews with both business stakeholders and end users to gather contextual information about expectations and behaviors that would shape DMAP, as shown in these transcript samples.
3. Target Persona Set
After initial discovery, I identified four target users who would be the most frequent users of DMAP. I highlighted their main goals, pain points, software experience, and personalities to guide decisions as I designed DMAP.
4. Process Workflows
As my team worked to solidify the core features and functionality of DMAP, I created individual workflows for each of the sections including onboarding, order creation, campaign management, and template management & validation.
5. Full Site Map
This site map lays out the core sections of DMAP, and ensures information is organized in an intuitive way to facilitate a seamless user experience.
6. High-Fidelity Wireframes
Wireframing for DMAP was important to solidify content placement before approaching comprehensive visual decisions.
7. Custom Branding
Since the client did not want to use existing MLG branding & DMAP was a completely new product, I created style options to appeal to the products’ key demographic of middle-aged, hard-working men. We landed upon the “Style Tile” seen on the left, which turned into a full branding & component library as designs progressed.
8. Responsive Designs
My final result provided the client with an end-to-end digital experience for their clients and employees to initiate, facilitate, manage, and fulfill all their mortgage lending direct mail needs in one centralized location.
* As admins on the job will most frequently be using tablets, all designs were created predominantly in these dimensions.
