1ST  EQUITY MORTGAGE 
BROKERAGE

The main objective for 1st Equity was to develop a distinct design that would visually represent the company’s identity and professionalism. Considering the nature of their business, which involves guiding clients through complex financial decisions, the design needed to be professional yet approachable. It had to clearly communicate trust and expertise, while being user-friendly and visually appealing to streamline the mortgage process. This balance between clarity and professionalism was essential to resonate with their target audience and reinforce 1st Equity’s commitment to customer support.

We simplified the sitemap by organizing the structure around key user needs and streamlining the navigation. The homepage now provides direct access to essential information, such as mortgage services, refinancing, and contact details, minimizing unnecessary clicks. The main categories are clearly defined, reducing complexity and guiding users to their desired content efficiently. This approach ensures an intuitive flow and a smooth user experience, making it easy for clients to find what they need quickly, while reinforcing 1st Equity's professionalism and accessibility.

The research phase for 1st Equity’s website redesign involved a detailed competitor analysis, collecting in-depth user feedback, and conducting secondary research to identify trends in the mortgage and real estate industry. This comprehensive approach aimed to uncover market gaps and opportunities, helping to shape a design strategy that would differentiate 1st Equity from its competitors. The insights gathered laid the foundation for a user-centric website, ensuring that it met both business objectives and client needs with precision and clarity.

The UX strategy focused on simplifying the user journey. We restructured the website to ensure intuitive navigation and prioritized accessibility for clients looking for mortgage services. The design aimed to provide clear, concise information at every step, emphasizing trust and ease of use. Key components included streamlined forms, user-friendly calls-to-action, and content tailored to guide potential clients through complex financial decisions.

• Wireframing & Prototyping: Initial wireframes were created to map out the structure and key elements of the website. This allowed for early testing of user flows.
• Visual Design: A clean, professional design language was developed, using color schemes and typography that reflected trustworthiness and professionalism.  Modern fonts and images were used to emphasize key services.

Content Creation: Clear, concise messaging was crafted, along with visuals that align with 1st Equity’s brand.

Usability Testing: Prototypes were tested with real users to gather feedback on navigation, functionality, and overall design. This allowed us to refine and improve the user experience before final deployment.

Final Design & Development: The final design integrated all user feedback and testing results, ensuring a user-friendly, responsive website optimized for both desktop and mobile devices.

In conclusion, the redesign of 1st Equity’s website was driven by a user-focused approach. Through comprehensive research, including competitor analysis and client feedback, we identified key opportunities to enhance the site’s structure and user experience. The new design is clean, professional, and easy to navigate, with a simplified sitemap, clear content, and intuitive functionality.

These improvements not only reflect 1st Equity’s values of expertise and trust but also deliver a seamless experience for users, making it easier for them to access the mortgage services they need.