Redesigning the first-time buyer mortgage journey.

Through in-depth analysis with the CX team, we knew that getting customers a ‘Decision in Principle’ (DIP) significantly increased the chances of customers taking a mortgage with Danske. We rebuilt the application form to prioritise the information needed to run a soft credit search, matched against eligibility and lending criteria. This stripped back the UX and streamlined a complex user flow to make finding and applying for products a lot easier.