Journey mapping improves the mortgage customer experience.

Sutherland hosted the client in our innovation labs to conduct a journey mapping exercise to understand why customers cancel or withdraw their loans in the mortgage process. The client was joined by a team of unbiased design researchers, a team of mortgage bankers, and process experts from Sutherland for expert guidance on assessing the customer experience. Following a journey mapping session, Sutherland conducted field research by interviewing 12 customers to understand the root causes oF why they cancelled or withdrew their loans. The interviews provided much insight into challenges in the customer experience including communication barriers, financial struggles, logistical challenges in the mortgage process, and more.