Confer today
Confer today
Confer Inc. is a cloud-first fintech custom software development startup specializing in mortgage finance, focused on helping borrowers drive revenue & cut costs.
Confer Inc. is a cloud-first fintech custom software development startup specializing in mortgage finance, focused on helping borrowers drive revenue & cut costs.
Overview
Overview
Confer is launching an app that uses innovative technology to compare mortgage estimates and secure the best rates for homebuyers and refinancers.
Confer is launching an app that uses innovative technology to compare mortgage estimates and secure the best rates for homebuyers and refinancers.
My Role at confer
My Role at confer
As the lead solo designer, I conducted stakeholder interviews and user research, evaluated ideas, and created user personas, empathy maps, and journey maps. I also performed A/B and usability testing, led design sprints, and iteratively designed cross-platform tools, including websites and other digital applications.
As the lead solo designer, I conducted stakeholder interviews and user research, evaluated ideas, and created user personas, empathy maps, and journey maps. I also performed A/B and usability testing, led design sprints, and iteratively designed cross-platform tools, including websites and other digital applications.
Role
UX/UI Lead Designer
Timeline
2022 to 2023
Platform
Mobile iOS + Android
industry
Finance and banking
Scope of work
Product Design, Research, No-Code
Tools
Figma
Miro
Coda
Asana
Jira
The Problem space
The Problem space
Borrowers need a transparent and reliable way to compare mortgage options and identify the most affordable rates. Without clear insights into fluctuating interest rates and hidden fees, they struggle to make informed financial decisions, leading to frustration and potential financial loss
Borrowers need a transparent and reliable way to compare mortgage options and identify the most affordable rates. Without clear insights into fluctuating interest rates and hidden fees, they struggle to make informed financial decisions, leading to frustration and potential financial loss
Goals / Objectives
Goals / Objectives
Confer aims to create a digital solution that helps borrowers make informed mortgage decisions through transparent, data-driven comparisons. The app enables users to evaluate multiple loan estimates, identify lenders with competitive rates and minimal hidden fees, and optimize their choices for maximum savings and confidence.
Confer aims to create a digital solution that helps borrowers make informed mortgage decisions through transparent, data-driven comparisons. The app enables users to evaluate multiple loan estimates, identify lenders with competitive rates and minimal hidden fees, and optimize their choices for maximum savings and confidence.
"Empowering borrowers through transparent comparisons, intelligent lender recommendations, and actionable insights to secure the most affordable mortgage or refinance deal"
"Empowering borrowers through transparent comparisons, intelligent lender recommendations, and actionable insights to secure the most affordable mortgage or refinance deal"
Why are we doing this?
Why are we doing this?
Understanding the problem
Understanding the problem
There are no tools in the market
The borrower can shop for lenders and third party services provider for their mortgage.
The borrowers want to compare their official loan estimates.
Customized mortgage
Borrowers want their mortgages customized based on their needs.
Customized shop services and go to lenders and get official Loan estimates and compare those lenders LEs using the app so they save $1.000 on their mortgage.
Hard to find the best lender
For the borrowers hard to find a suitable lender for their first mortgage and help them to which lender is ideal for lending a home.
Hypothesis
Hypothesis
If borrowers can compare multiple mortgage offers in one transparent marketplace, they will more easily identify hidden fees and discrepancies, leading to better-informed decisions and cost savings
If borrowers can compare multiple mortgage offers in one transparent marketplace, they will more easily identify hidden fees and discrepancies, leading to better-informed decisions and cost savings
Key insights
Key insights
Primary Research
Primary Research
Lengthy process
Lengthy process
The mortgage application process is often lengthy, complex, and confusing for borrowers.
The mortgage application process is often lengthy, complex, and confusing for borrowers.
There are no tools
There are no tools
Existing mortgage comparison tools do not provide complete information on total costs and fees.
Existing mortgage comparison tools do not provide complete information on total costs and fees.
Fee and cost
Fee and cost
Borrowers want clear visibility into the total cost of the mortgage, including all associated fees.
Borrowers want clear visibility into the total cost of the mortgage, including all associated fees.
Save time and money
Save time and money
Borrowers prefer the ability to compare multiple Loan Estimates (LEs) efficiently to save both time and money.
Borrowers prefer the ability to compare multiple Loan Estimates (LEs) efficiently to save both time and money.
Key insights
Key insights
Secondary Research
Secondary Research
47%
(CFPB)
(CFPB)
According to a survey conducted by the Consumer Financial Protection Bureau (CFPB) in 2018, 47% of mortgage borrowers considered only one lender when shopping for a mortgage. This indicates that there may be a need for better mortgage comparison tools to help borrowers make more informed decisions and find the best mortgage offer for their needs.
According to a survey conducted by the Consumer Financial Protection Bureau (CFPB) in 2018, 47% of mortgage borrowers considered only one lender when shopping for a mortgage. This indicates that there may be a need for better mortgage comparison tools to help borrowers make more informed decisions and find the best mortgage offer for their needs.
Freddiemac
Freddiemac
According to a freddiemac research say that ne additional rate quote could save homebuyers an average of $1,500 over the life of the loan, and getting five more quotes saved an average of about $3,000.
According to a freddiemac research say that ne additional rate quote could save homebuyers an average of $1,500 over the life of the loan, and getting five more quotes saved an average of about $3,000.
Lack of Transparency and Accessibility
Lack of Transparency and Accessibility
Borrowers may have difficulty understanding mortgage costs due to varying transparency among lenders. To get a clear idea of costs, borrowers should request loan estimates and relevant documents, and seek professional help.
Borrowers may have difficulty understanding mortgage costs due to varying transparency among lenders. To get a clear idea of costs, borrowers should request loan estimates and relevant documents, and seek professional help.
Fluctuating Rates
Fluctuating Rates
US mortgage rates are influenced by economic factors like inflation, Federal Reserve policies, and market conditions, leading to fluctuations that can make it challenging for borrowers to time their applications. Borrowers should monitor market trends closely and be prepared to act quickly to secure favorable interest rates.
US mortgage rates are influenced by economic factors like inflation, Federal Reserve policies, and market conditions, leading to fluctuations that can make it challenging for borrowers to time their applications. Borrowers should monitor market trends closely and be prepared to act quickly to secure favorable interest rates.
Competitive analysis
Competitive analysis
Identifying Opportunities
Identifying Opportunities
review of five competitors revealed the following insights:
review of five competitors revealed the following insights:
Most competitors provide multiple mortgage offers but lack a proper tool that delivers instant, actionable comparisons to help borrowers choose the right lender.
Most competitors provide multiple mortgage offers but lack a proper tool that delivers instant, actionable comparisons to help borrowers choose the right lender.
Currently, only a few tools allow users to select the best lender by uploading Loan Estimates (LEs).
Currently, only a few tools allow users to select the best lender by uploading Loan Estimates (LEs).
Many loan comparison experiences redirect users to the application process too early, asking for excessive information before providing rate comparisons.
Many loan comparison experiences redirect users to the application process too early, asking for excessive information before providing rate comparisons.
Competitive analysis
Competitive analysis
User Persona
User Persona
It is important to define who we are designing for. Based on research insights, we created a persona representing borrowers who perceive the mortgage process as complex and lengthy, often burdened with extra fees and hidden charges.
It is important to define who we are designing for. Based on research insights, we created a persona representing borrowers who perceive the mortgage process as complex and lengthy, often burdened with extra fees and hidden charges.
Competitive analysis
Competitive analysis
Design System
Design System
Before proceeding with the design, I developed a collection of reusable components, guidelines, and standards to ensure consistency and cohesion across the Confer app. These components are also adaptable for use in other tools, websites, and platforms, potentially saving 20–30% of development and design time.
Before proceeding with the design, I developed a collection of reusable components, guidelines, and standards to ensure consistency and cohesion across the Confer app. These components are also adaptable for use in other tools, websites, and platforms, potentially saving 20–30% of development and design time.
Information Architecture and user flow
Information Architecture and user flow
To move forward with the design, we developed an information architecture that facilitates easy navigation and clear understanding of the loan comparison process. Additionally, we created a user flow that visualizes the borrower’s journey, ensuring a seamless and intuitive experience from start to finish.
To move forward with the design, we developed an information architecture that facilitates easy navigation and clear understanding of the loan comparison process. Additionally, we created a user flow that visualizes the borrower’s journey, ensuring a seamless and intuitive experience from start to finish.
Sketching
Sketching
To develop the final design solution, I created multiple Crazy 8 sketches to explore a variety of ideas and address the user flow. This iterative process allowed me to refine concepts and arrive at a well-considered final design.
To develop the final design solution, I created multiple Crazy 8 sketches to explore a variety of ideas and address the user flow. This iterative process allowed me to refine concepts and arrive at a well-considered final design.
Mid-fi
Mid-fi
To translate initial concepts into a more tangible design, I created mid-fidelity wireframes that mapped out the user interface and key interactions. This iterative process allowed me to refine layouts, validate the user flow, and ensure clarity and usability before moving to high-fidelity design.
To translate initial concepts into a more tangible design, I created mid-fidelity wireframes that mapped out the user interface and key interactions. This iterative process allowed me to refine layouts, validate the user flow, and ensure clarity and usability before moving to high-fidelity design.
User Testing and Iterations
User Testing and Iterations
Conducted rapid testing and iterations to quickly identify borrower needs and refine the design for a more effective and user-friendly experience.
Conducted rapid testing and iterations to quickly identify borrower needs and refine the design for a more effective and user-friendly experience.
Reduce 5 LEs to 3 Les for MVP
Reduce 5 LEs to 3 Les for MVP
After several iterations, borrowers were given the option to preview sample Loan Estimates (LEs) to become familiar with the process, as well as the ability to upload any existing LEs received from lenders.
After several iterations, borrowers were given the option to preview sample Loan Estimates (LEs) to become familiar with the process, as well as the ability to upload any existing LEs received from lenders.
Reduce Uploading and Processing Time
Reduce Uploading and Processing Time
The file upload location was optimized to allow up to three official Loan Estimates (LEs) to be uploaded simultaneously. Borrowers can select which estimates to compare, after which the next step in the process is automatically initiated, streamlining both upload and processing time.
The file upload location was optimized to allow up to three official Loan Estimates (LEs) to be uploaded simultaneously. Borrowers can select which estimates to compare, after which the next step in the process is automatically initiated, streamlining both upload and processing time.
Displaying Complex Data and Hidden Fees Clearly
Displaying Complex Data and Hidden Fees Clearly
The app allows up to three mortgage offers from different lenders to be compared side-by-side using a user-friendly tool. Key details—such as interest rates, closing costs, and insurance premiums—are presented clearly in one location, enabling borrowers to make informed decisions efficiently.
The app allows up to three mortgage offers from different lenders to be compared side-by-side using a user-friendly tool. Key details—such as interest rates, closing costs, and insurance premiums—are presented clearly in one location, enabling borrowers to make informed decisions efficiently.
Loan Estimate explainer
Loan Estimate explainer
Initially, all fees were planned to be presented in a PDF format to inform borrowers about additional charges. However, following user testing and internal evaluations, we implemented a more user-friendly solution that provides easy access and clear explanations of extra fees in official Loan Estimates.
Initially, all fees were planned to be presented in a PDF format to inform borrowers about additional charges. However, following user testing and internal evaluations, we implemented a more user-friendly solution that provides easy access and clear explanations of extra fees in official Loan Estimates.
Evaluating Results
Evaluating Results
Impact and Outcomes
Impact and Outcomes
Evaluating our results
Evaluating our results
Borrowers were able to use the Confer app completely free of charge. As the app had the desired impact, we moved to phase 2 for launching a confer mortgage marketplace and shop for services.
Borrowers were able to use the Confer app completely free of charge. As the app had the desired impact, we moved to phase 2 for launching a confer mortgage marketplace and shop for services.
01
Time spend on app
Time spend on app
The average time spent on the comparison feature was 5 minutes and 22–59 seconds, indicating efficient engagement.
The average time spent on the comparison feature was 5 minutes and 22–59 seconds, indicating efficient engagement.
02
Save Dthousand of $$$$
Save Dthousand of $$$$
Borrowers saved thousands of dollars on their initial mortgage.
Borrowers saved thousands of dollars on their initial mortgage.
03
Win Amazon gift card and success rate
Win Amazon gift card and success rate
The Selected of borrowers who uploaded their first official loan document and earned a $70 Amazon gift card increased by 80%, resulting in higher overall completion rates.
The Selected of borrowers who uploaded their first official loan document and earned a $70 Amazon gift card increased by 80%, resulting in higher overall completion rates.
Final thoughts & takeaways
Final thoughts & takeaways
Leading this project from research to delivery was a rewarding experience, allowing me to measure real impact and drive meaningful outcomes.
Leading this project from research to delivery was a rewarding experience, allowing me to measure real impact and drive meaningful outcomes.
What's Next in Roadmap?
What's Next in Roadmap?
Please feel free to reach out if you would like to hear more!
Please feel free to reach out if you would like to hear more!
What’s Next?
👋🏻 Say hello
I am open to 🧑🏻💻 full-time or Contract roles. I’d love to hear from you if you have a question, a project idea, or would like to schedule a call.
Amit Goyani
UI/UX Designer
Let's Work
Let's Work
Let's Work
©2025 Designed with ❤️ and hand-coded by Amit Goyani. All rights reserved.
What’s Next?
👋🏻 Say hello
I am open to 🧑🏻💻 full-time or Contract roles. I’d love to hear from you if you have a question, a project idea, or would like to schedule a call.
Amit Goyani
UI/UX Designer
Let's Work
Let's Work
Let's Work
©2025 Designed with ❤️ and hand-coded by Amit Goyani. All rights reserved.
What’s Next?
👋🏻 Say hello
I am open to 🧑🏻💻 full-time or Contract roles. I’d love to hear from you if you have a question, a project idea, or would like to schedule a call.
Amit Goyani
UI/UX Designer
Let's Work
Let's Work
Let's Work
©2025 Designed with ❤️ and hand-coded by Amit Goyani. All rights reserved.