Equity Release Supermarket

Designing an industry-first platform

How might we utilise user insights to help Equity Release Supermarket deliver more customer value?
User Testing
Stakeholder Interviews
Content Hierarchy
User Interviews
With the technology behind their platform already developed, our brief was to design and deliver a new customer experience for Equity Release Supermarket.
The Challenge

Design a new digital platform for the equity release sector

Financial advisory service Equity Release Supermarket (ERS) recognised that the current landscape didn’t cater for consumers who wanted to learn more about accessing the money tied up within the value of their homes.

ERS’ vision was to create a platform that provided consumers with not only more control, but more in-depth information, a better understanding of the plans available and greater insight to match their individual requirements.

With the technology behind the platform already developed, we were briefed to research, design and deliver a new customer experience.

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Comparison across the whole market, in one place

Equity release is a complex topic many will not be familiar with before accessing advisory services. This hypothesis was validated by our research which showed users had little understanding of the process of equity release, the products available or why they should use ERS.

From the initial research, we then identified three core customer journeys:

  • Customers learning how to improve their financial situation
  • Customers searching for the best rates in the market
  • Customers searching for exactly how much they could borrow

With various calculators and comparison tools distributed across many pages, we simplified this journey into a single tool, smartER, allowing customers to enter details, compare deals and search plans across the whole market.  

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Introducing a consistent set of design principles

It was important for ERS to maintain a consistent approach across its other internal systems and platforms. We introduced a multi-brand design system containing all assets and components that could be applied across all – streamlining the brand as a whole.

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Enhancing the existing user journey

So users could intuitively navigate through the research phase of releasing equity, smartER was used as the ‘next step’ following on from the quick calculator and research tools across the website.

As the primary demographic of customers in equity release are homeowners over 50, we considered accessibility throughout and ensured that colour contrast met WCAG standards.

Use of language, length and the phrasing of sensitive questions were also carefully considered so that customers could understand why certain information was required on forms.

Screenshot of the SmartER customer journey
Screenshot of the SmartER customer journey
Screenshot of the SmartER customer journey
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