Enterprise Website

Cardinal Financial Website

Overview

Led the comprehensive redesign of a mortgage company's website from inception to release, ushering in a new era of user experience and functionality that matched the company's new brand and messaging.

This transformation encompassed the deployment of tailored functionalities, specifically designed for the organization's needs, including seamless integration with third-party systems like HubSpot, Taleo (ATS), and the company's proprietary Loan Origination System.

The project required collaboration with a diverse array of stakeholders, including UX/UI designers, engineers, business units, loan originators, marketing, creative, copywriters, project managers, and leadership.

By automating updates and incorporating bespoke features, we fortified marketing endeavors and bolstered support for the company's loan originators.

Key Responsibilities

  • Formulated a strategic roadmap for the website project, aligning with business objectives and user needs.
  • Collaborated closely with cross-functional teams to gather requirements, define feature sets, and ensure alignment throughout the development cycle.
  • Integrated project management methodologies to streamline processes, enhance efficiency, and ensure the project's overall success from inception to fruition.
  • Managed project timelines, resource allocation, and stakeholder communications to ensure timely delivery and project success.
  • Weekly reporting to ensure transparency and alignment with project goals.
  • Oversaw the integration of third-party data sources, addressing technical challenges and ensuring data accuracy and reliability.
  • Conducted user testing and solicited feedback from stakeholders to inform iterative improvements and expand functionality based on user needs.

Key Achievements

  • Successfully launched a revamped website that won multiple w3 Awards.
  • Seamlessly integrated third-party data sources to automate loan originator pages.
  • Implemented custom post types and dynamic landing pages, enabling marketing campaigns and personalized loan originator pages.
  • Executed a smooth migration of data from the legacy website, minimizing disruption and ensuring data integrity throughout the process.
  • Established a collaborative culture, fostering ongoing dialogue and feedback loops with stakeholders to inform continuous improvement efforts.

Lessons Learned

  • Importance of proactive communication: Regular communication and reporting were essential for maintaining alignment and transparency across diverse stakeholders.
  • Value of user-centric design: Prioritizing user feedback and iterative testing helped uncover usability issues early on and informed refinements to enhance user satisfaction.
  • Significance of cross-functional collaboration: Collaboration across departments was crucial for gathering diverse perspectives, aligning on requirements, and ensuring successful project execution.
  • Need for flexibility and adaptability: Flexibility in responding to evolving requirements and unforeseen challenges was key to delivering a successful website redesign.

Conclusion

Successfully launched a website that delivered impactful solutions that aligned with business objectives and user needs, and went on to win multiple awards. Post-launch, the team continued to iterate and expand on the functionality based on feedback from stakeholders and users.

Website: CardinalFinancial.com