Borrowell’s Rent Advantage product now offers multiple payment plan options, creating an opportunity to optimize the app page design to enhance value for users and drive higher conversions.

The PM identified key issues with the previous landing page: It lacked clarity in explaining the product and its benefits.

To address this, I conducted research to better understand user needs and crafted messaging that highlighted tangible benefits. This included an example of potential mortgage interest savings with a higher credit score and a clear list of ways users could save money, making the value of the product immediately apparent.

To minimize friction, I focused on

• Adding data at the top to showcase how the product helps users build credit and set expectations for the time it may take.
• Clarifying no landlord involvement or credit check is required.
• Highlighting that sign-up takes just 5 minutes to manage time commitment expectations.
• Designing updates to resonate with Millennials, Gen Z, and individuals rebuilding credit, focusing on quick, transparent and straightforward solutions.

• Received feedback from PM and business team to display all pricing cards on the same screen for mobile users.
• Conducted a competitive analysis to explore various layout options: stacked, swipeable, and tabbed cards.
• Focused on optimizing the design for mobile, ensuring clarity and ease of navigation.
• Prioritized providing a seamless user experience across devices based on the feedback received.

• This project pushed me to think critically about balancing the need to educate users to drive product sales and ensure alignment between user experience and business objectives. It involved in-depth discussions with stakeholders to determine the optimal placement and design of the pricing table across desktop and mobile, prioritizing clarity and accessibility for different devices.
• I strengthened my ability to effectively articulate design decisions while remaining adaptable to exploring new directions based on feedback.