To distance Choice Mortgage Funding from the bad image created by those who profit from the inexperience and misinformation of their clients, we based the design of the website on the concept of “transparency”. By transparency we mean, clarity and honesty, the attributes of a company that will deal with every client in a straightforward manner, explaining the complexities of the loan process to those who do not have a clue about it, offering fair and real mortgage products, avoiding any source of confusion that may create discomfort or distrust on the clients, and ultimately, providing the client with a personalized, pleasant and professional experience.

The website interface was laid out to reflect clarity all over. Clear/white spaces, are used throughout the whole platform, conveying a sense of cleanliness and honesty. The page structure is asymmetric; a detail that reflects the flexibility and adaptability that the company possesses to handle the specific needs of every client. This point is important, given that in our research we found out that the biggest websites are usually those of large banks, and are designed using very rigid structures, making them somewhat unappealing, hard to deal with, inaccessible, and even intimidating in the eyes of potential customers.

Graphically, the colors selected for the design matched those in the logo, and hinted towards the general attributes of the brand. Professionalism and trust are reflected here.
Image wise, we wanted to emphasize the human nature of the company by placing pictures were people is the main point of attention. Properties and other elements are present, but take a secondary stand. One key element of branding is to reach to your clients in the most effective way. It is clear that to reach this goal, the most effective approach is to create a connection with the client at an emotional level. The images used in the design create this connection, expressing feelings that the user may feel identified with.

The user interface is clear and friendly, designed with large, self-explanatory icons that will help the user navigate the site with ease and convenience. The largest icons guide the user towards sections containing relevant information. Moreover, these icons reflect the categories and features that users look for the most in mortgage websites. A secondary navigation interface directs the user towards links containing information that is necessary, but that they may not deem as important. This is crucial in website content development, given that every company wants to showcase information about themselves, their origins and their direction. In fact, this element is usually overstated in many websites, to the point that the relevant company info is showcased at the beginning of the site, creating one of the most recurrent web development mistakes; “relegating the needs of the consumers to second place”. The users of your website are potential clients, and many times, they are looking for specific information, rates, loan types, calculators, and if they are interested, they may want to find more about you. That is why in the organizational chart of information; company info and other corporate subjects are secondary, and although important, they should be available for the user to browse only if desired.

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