Case Study
Citi — Mortgage.com
Reimagining Mortgage.com for a more guided mortgage journey.
Mortgage.com was originally conceived as an SEO-first educational platform designed to reach consumers early in the homebuying process. Instead of leading with product marketing, the site focused on long-form, search-optimized content that helped people understand rates, loan options, refinancing, and the basics of home buying without feeling overly promotional.
An evolving consumer journey
As the mortgage landscape evolved, so did consumer expectations. Research and user testing revealed that shoppers were overwhelmed by fragmented journeys, crowded navigation, and unclear next steps across Mortgage.com, Citi.com, and the application flow. Many users wanted more guidance, clearer pathways, and stronger trust signals before they were ready to apply.
The redesign
The redesign focused on simplifying the experience and creating more intuitive customer journeys. Calculators, rates, and educational tools were surfaced more prominently, navigation was streamlined, and the experience was more closely aligned with Citi's broader ecosystem and branding. The goal was to make Mortgage.com feel less like a maze of content and more like a clear, supportive path forward for both first-time buyers and experienced homeowners.
Results
- Simplified the Mortgage.com experience around clearer customer journeys.
- Surfaced calculators, rates, and educational tools more prominently.
- Reduced friction across Mortgage.com, Citi.com, and application pathways.
- User testing showed stronger trust, usability, and intent signals for the redesigned experience.