Case-study: Enhancing Empathy an approach to UX for HomeEquity Bank
Empathy matters, and by understanding the unique challenges faced by seniors and their advocates, we could refine the website’s content and navigation.
Humanjava Enterprises, dedicated to fostering empathy in user experience, collaborated with HomeEquity Bank to improve their online platform; specifically addressing the needs of seniors considering reverse mortgages. Recognizing that many users were advocates navigating on behalf of homeowners, Humanjava focused on making the process more intuitive and supportive for this demographic.
Empathy-Driven Interviews: Key to our approach was the emphasis on empathetic interviewing techniques. By understanding the unique challenges faced by seniors and their advocates, we could refine the website’s content and navigation. Our project tagline, "Interviewing with empathy and staying neutral is critical," reflects our commitment to understanding each visitor’s needs and circumstances.
Audit Insights and UX Enhancements:
- Needs-Based Navigation: We redesigned the CHIP website to include needs-based call-to-action content. This helped outline clear, accessible pathways through the site, tailored to different user personas and their specific stages in the decision-making process.
- Simplified Cognitive Load: Recognizing the cognitive challenges some seniors may face, we focused on decluttering the interface, using larger fonts, and clear visual hierarchies to aid in navigation.
- Warm-Lead Options: For visitors not ready to commit to an estimate, we introduced warm-lead call-to-action buttons. These provided alternative engagements, such as downloadable guides or scheduled consultations, allowing for a gentler decision-making process.
- Enhanced Testimonials: We revamped the testimonials page to include more relatable content reflecting diverse lifestyles and life stages of seniors, complemented by visuals that resonate with their experiences.
- Empathetic Messaging: We amplified the website’s messaging to underscore the theme, "We help seniors stay in their homes." This message was designed to convey the benefits of a reverse mortgage in empowering seniors to live on their terms, emphasizing the emotional and practical importance of home equity lines of credit.
Business Problem:
The website didn’t address all the visitors and needed a content rewrite to be more effective.
Our North Star Statements:
CHIP should feel like a sympathetic friend helping people move through the transition from living in their homes to moving on.
Project Challenges:
Research participants had to “suppose” their response because of the closeness of the situation and emotions. Honest insights were heavily weighted in a situational context.
The redesign was a content, lead generation exercise, and post- enrolment could not change. Provincial regulations limited the pre- sign-up information that could be provided.
The Resolution:
Improvements to the customer journey touchpoint that was via the internet, AND phone operator, were improved to clarify what could/ couldn’t be discussed with the family on behalf of the homeowner.
Through these targeted improvements, Humanjava Enterprises helped HomeEquity Bank create a more empathetic and effective online experience for seniors.
Our case study with HomeEquity Bank showcases Humanjava's core values: empathy, understanding, and a commitment to creating user experiences that not only meet but exceed the needs of all users, especially the most vulnerable. This project is a testament to our ability to navigate complex user experiences and deliver solutions that genuinely make a difference in people's lives.
