Case Study: Affordable Mortgage Campaign

Role: Senior Product Designer
Duration: 8 Weeks
Team: Digital Channels, Marketing, Compliance, Legal, and Corporate Communications
Platforms: Webpage, Direct Mail, Email Campaign
Landing Page: View Webpage

Overview

This multi-channel campaign was designed to promote affordable mortgage options to majority-minority census tract areas across seven states. Historically, these communities had not been marketed to by a bank that was acquired, creating both a customer service gap and a legal compliance risk for equal opportunity lending. As the Senior Product Designer, I created a cohesive web experience that aligned visually and strategically with a direct mail piece and an email campaign.

Community Uplift webpage on multiple devices

Problem Statement

Majority-minority census tract areas were being underserved by the marketing efforts of a recently acquired bank, and this lack of outreach created potential legal implications under fair lending regulations. Customers in these areas had low awareness of affordable mortgage options available to them.

The Solution

Build trust and awareness through targeted, inclusive design while coordinating messaging across digital and print touchpoints for maximum impact.

Goals & Objectives

Awareness

Make residents in targeted areas aware of affordable mortgage products

Trust

Ensure all design elements reflect inclusivity, accessibility, and transparency

Cohesion

Create a unified look and feel across the webpage, direct mail, and email campaigns

Compliance

Ensure all design elements reflect inclusivity, accessibility, and transparency

My Role

Webpage UX/UI Design

Designed a mobile-first, responsive campaign hub webpage featuring representative photography and messaging tailored to resonate with target communities.

Cross-Channel Design Coordination

Worked closely with the marketing team to ensure visual consistency across the webpage, direct mail, and email campaign by aligning typography, color palettes, and imagery to reinforce recognition and trust.

Compliance Coordination

Partnered with compliance/legal teams to ensure all copy, imagery, and design choices met Equal Housing Lending and overall banking regulation guidelines

Research & Discovery

Average homeownership gap of 29-30 percentage points in majority-Minority households vs. White households.

Pennsylvania

Using statewide rates as a proxy, the homeownership gap between majority-White neighborhoods and majority-minority tracts in Pennsylvania is about 29 percentage points.

Raleigh-Durham, NC

The gap between homeownership in White households vs. Black households is approximately 28 – 30 percentage points.

Design Process

Wireframing

Created low-fidelity wireframes to define landing page structure and information flow, then developed high-fidelity prototypes in Adobe XD.

Visual Design

Developed a warm, inviting design system using corporate blues, culturally diverse photography, and clean, legible brand typography optimized for digital and print.

Cross-Channel Alignment

Aligned hero images, headlines, CTAs, and layouts across web, email, and print to create a cohesive campaign experience that drove traffic to the landing page.

Outcome

This multi-channel campaign has been a success thus far reaching audiences across seven states in the initial send and a 20% overall conversion rate.

Email Click-Through Rate: 54%
Landing Page Conversion Rate: 21%
Inquiries from Target Areas: 388