Loan Market - 'Buying Your First Home"

Loan Market is one of the largest mortgage brokers in Australia, which operate as a franchise business. Miguel Gonzalez a franchise, was looking to create an educative video guide for first home buyers so that they could make an informed decision before purchasing a property.

Role

  • Research
  • Art Direction
  • Animation

The approach – Human-Centered Process

The goal of the project was to provide a reliable, stress-free, fun and friendly guide for first home buyers, between 25 and 35 years of age. 

Agent-oriented Model/ Goal Model Diagram

To be able to achieve the project goals successfully, I used a model with the following structure:

  • what the project intended to ‘do’, represented by a rectangle
  • how it should ‘be’ – cloud icon
  • how it intended to make the target audience ‘feel’ –  heart icon.

The goal model diagram and the research were validated constantly during the entire process by using expert feedback and via interviews with the target audience.

Discovery Phase

Additionally, a high-level target market research, personas, user scenarios and a competitive review were created, so that I could understand the user’s needs, experiences and behaviours.

Development Phase

Script and storyboard were tested with the target audience with an online interview.

Outcome

  • The goal model diagram was evaluated on a scale of 1 to 10, where 1 indicated not achieved (red colour) and 10 fully achieved (green colour). The overall result was between 9 and 10.
  • The video reached around 4,000 people and helped Miguel to generate more leads and provide a better service to his clients.

User feedback:

“The message is clear and the graphics are great. Colours are vibrant and flow nicely throughout the presentation. Also, we believe that we can identify with the characters as these are the archetypical persons who are looking for their first home”

“We think is a great presentation that has helped us to understand better the home buying process and also has open the possibility to speak with the mortgage broker you mention”.

Projects Credits

Script: Miguel Gonzalez Loan Market
Voice Over Narration: Claire Schillaci