As part of a larger brand loyalty and optimization initiative, I audited the decision pages of an online loan application for a multi-million dollar financial services client. Essentially, there was poor use of space on each of the three decision pages that a user could see upon completion of the loan application.

The goal was to utilize the space for more branding opportunity and customer service. For instance, when a user is denied and lands on the “I’m sorry” page, they should have a better experience in understanding why and what their next steps will or should be, otherwise the only thing for the user to do is read a couple lines of text and close the browser.

Instead of allowing them to walk away with nothing else to consider, the page design would need to be shifted toward a more thoughtful experience.