Case Studies July 28, 2025

+70% Increase in Loan Applications Following a User-Centric Web Redesign

Member First Mortgage, a significant player in the mortgage industry, needed a digital platform that could simplify the complex lending process for its diverse audience. A comprehensive web redesign focused on creating clear, customized user pathways and a secure, compliance-integrated framework resulted in a 70% increase in started loan applications, a 35% reduction in form drop-off rates, and a 115% surge in user engagement.

About Member First Mortgage

With web design, BSA improved the reliability, performance, and uptime of Member First

Since 2001, Member First Mortgage has been a significant player in the mortgage industry, offering a wide range of services to both credit union members and non-members. To better serve their tech-savvy audience and stand out in a competitive market, they needed a digital experience that was as seamless, secure, and supportive as their expert loan services.

Services Rendered

UI/UX Design

This is the heart of our design process. We obsess over your users to make their journey on your site smooth and logical (UX), while forging a beautiful interface that they’ll love to interact with (UI).

Custom Web Design

We move beyond generic templates to create a custom look and feel, factoring in everything from colors and fonts to page layouts so that they perfectly match your brand’s personality and goals.

Responsive Design

We ensure your site looks and works beautifully regardless of the browser or device, guaranteeing a flawless experience for all your visitors, no matter how they find you.

Outdated Layout and Aesthetic

The design feels static and dated, with limited whitespace and generic imagery. It doesn’t reflect a modern, trustworthy financial brand experience. The heavy reliance on text blocks and minimal interactive or dynamic elements weakens engagement and usability.

Cluttered Visual Hierarchy

The layout uses many similar section blocks and button styles, creating visual monotony. Important content doesn’t stand out, and users have to scroll through repetitive formatting to find key information. The visual rhythm lacks contrast and clear segmentation.

Overwhelming Number of CTAs

The confusing journey and lack of clear guidance resulted in poor user engagement. It was not effectively converting interested visitors into active applicants, representing a significant missed opportunity for business growth.

The Solution

Improved Layout & Aesthetic

A clean, contemporary layout was introduced to enhance readability and user flow. Balanced whitespace, consistent typography, and high-quality imagery created a more engaging and trustworthy visual experience.

Conversion-Focused Design

CTAs were streamlined and strategically positioned to guide users through a clear conversion path. Each button was differentiated by hierarchy and intent, ensuring visitors could easily take the next step, whether learning, applying, or contacting support

Incorporation of Trust Elements

To build credibility, trust indicators such as certifications, testimonials, and security badges were integrated throughout the site. These elements reassured users of Member First Mortgage’s reliability and professional integrity.