home equity line of credit (heloc)

my role

senior product designer

project timeline

design: 3 months | launch: 7 months

team & stakeholders

product: 1 | engineering: 4 | legal | ops

about this project

I designed a new HELOC product from the ground up, working under tight timelines and high visibility. While getting up to speed on the domain, I led competitor analysis, user research, and created user flows, wireframes, and high-fidelity prototypes to align the team and validate ideas early.

This case study covers how we streamlined the journey from qualification to funding using clear UX, smart automation, and a seamless interface that gave users confidence and control.

The problem

iphone with a home graphic on the screen

problem 1

slow and paperwork-heavy

Getting a traditional HELOC can take weeks. Between income verification, document uploads, and manual back-and-forth with a loan officer, the process feels outdated and exhausting.

We streamlined everything into a digital flow. Users can check eligibility, upload documents, and track their progress—all in one place. No printing, mailing, or waiting around for a call. Just a clean, modern experience that respects the user's time.

problem 2

HELOCs are confusing

Most people don’t know how a HELOC actually works. Terms like “line amount” and “draw amount” are rarely explained clearly, and borrowers are often left guessing how much they can access and when they have to pay it back.

We focused on simplifying that experience with clear language, guided steps, and smart defaults. The goal was to reduce mental load and help users feel confident in what they were signing up for, without needing to speak to a banker.

problem 3

disconnected flow

In the personal loan product at this company, tasks were scattered across multiple screens with little guidance or context. Users didn’t know how many steps were left, what documents they’d need, or what to expect next. That lack of clarity caused friction. People left the flow to search for documents, lost momentum, and often dropped off entirely.

We created a streamlined tasking system that gives users a clear path from start to finish. By setting expectations early and grouping steps in a logical order on one screen, users stay focused, know what’s coming, and move through the tasks without unnecessary interruptions.

problem 4

requires showing up in person

Most HELOCs still require borrowers to visit a bank branch, sit through paperwork, and meet with a notary just to move the process forward. For something that should be simple, it ends up being a drawn out experience.

We designed an experience that users can complete entirely from home. From application to closing, every step is digital, including document uploads and e-signing. No appointments, no travel, no pens required.

“how do we create an application process that’s fast, clear, and simple enough to complete from your couch?”

Business goals

Launch quickly to help homeowners who need cash but don’t want to give up their low mortgage rates.

Use early state data to refine the experience before scaling nationwide.

Since we don’t have the marketing budget or brand awareness as the big players, focus on building trust through a clear, educational experience.

User goals

Give users a simple way to access their home equity without selling, refinancing, or dealing with complex paperwork.

Help them understand how a HELOC works and what makes this product different. Build in education at every step.

Cut down on frustration and wasted time. Make the process smooth, clear, and give users confidence that they applied correctly and didn’t miss anything.

let's make things happen

Reach out if you're looking for a product designer who can help you ship & scale user-friendly products.

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Clickable prototype for stakeholders

To keep stakeholders aligned on launch goals, I built a clickable prototype with user stories and feature breakdowns on key screens. This gave visibility into the user experience, clarified priorities, and minimized reliance on the bulky PRD.

Optimized offers page

We optimized the line amount step on the offers page by showing users how consolidating debt could increase their approved loan amount. Using part of their loan to pay off high-interest balances made the offer more appealing, simplified their finances, and also drove higher loan volume for the business.

results

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