Tiimely
Tiimely
After the Award Winning Tic:Toc Home Loans was rebranded to Tiimely Home, it was a great opportunity to rebuild the retail website.
Tiimely Home is the destination, the place where customers can find, compare and apply, servicing all their home loan needs.
The brief for the new Tiimely Home website had two parts
- Design and build a world class home loan website using the new Tiimely Home branding
- Integrate the new broker offering with major bank brands front and centre, blending it into the Tiimely Home proposition and whilst keeping a consistent CX journey
Challenges
- Integrating the Tiimely Home’s direct to consumer home loan product along side home loans from major lenders
- Aligning the delivery of the website projects and brand launch
- Bringing stakeholders on the journey as well as risk & compliance reviews
- Design, build and launch a second website https://tiimely.com/ concurrently
My role
So what did I do on the project?
- Led the Tiimely Home website project working group
- Member of the rebrand team (Tic:Toc > Tiimely)
- Wrote the RFP / brief for two websites - Tiimely & Tiimely Home
- Interviewed 8 website delivery vendors, shortlisted, documented and presented to Leadership for selection
- Lead and coached the UX research for Tiimely Home website
- Led the UX strategy including lo-fidelity, ideation and information architecture
- Led the User Interface design including building a Tiimely Home design system in Figma and designing 20+ pages and features
- Migrated Google Analytics, GTM and third party tracking tools
- Engaged stakeholders with strategy and design reviews
- Managed risk mitigation - a member of the Risk Committee for the brand migration
- Strategised technical SEO migration and executed go live
Project kickoff
Worked with stakeholders to determine
- goals, outcomes and go-live dates
- team members, roles and responsibilities using RACI
- working rhythms
- major milestones and deliverables
The team
Jamie | UX Lead, UI Lead, UX Strategy, Technical SEO & Analytics |
Melanie | Marketing Lead, SEO and Analytics, Content Strategy |
Ronaldo | UX Strategy, Technical Analyst, CMS Implementation, Front-end Development |
Oliver | UX Research |
Michelle | UI Designer |
Christopher | Front End Engineer |
Mac | Lead Engineer |
Amanda | Digital Brand Design |
Maverick | Project Manager |
Tools used
- Figma - design system, UI design & prototyping
- Miro - UX research, competitive analysis
- Whimsical - strategy, IA, flows, diagrams, lo-fidelity wireframes
- Notion - project tracking
- Confluence - documentation
- Dovetail - UX Research
Tech used
- Sanity.io CMS
- React with Next.js
- Vercel
- Github
- GTM/GA4
- Hotjar - behavioural analytics
Research & Strategy
We used the Double Diamond Design Thinking approach - you can read more about this methodology in my article in my article on the subject here.
Research stage
- Segmentation / user personas
- User interviews across the segments
- Stakeholder interviews
- Competitive analysis of 4 major competitors that also had a broker proposition
- Market research analysis of two large studies on the Home Loan marketplace
Four target audiences / segments were determined and each of these personas was broken down into demographics, motivators, pain points, characteristics and needs.
Obfuscated research examples:
Strategy stage
Information architecture
- tested and iterated multiple navigation options including a mega-nav
- revised URL naming conventions and categorisation for SEO
- introduced personas into the main navigation
For each persona / segment we
- addressed the information architecture
- mapped the user flow
- iterated on lo-fidelity wireframes
- designed hi-fidelity prototypes
Design Direction
I engaged stakeholders to agree on a ‘design direction’, that would be used to build a design system and the end website UI. Examples below:
Design System
Figma Design System was implemented for efficient UI design and easy developer handoff.
User Interface Design
