Product Transfer — Mortgages

Context

Helping users make confident decisions when switching mortgage products

When a fixed mortgage deal is coming to an end, users need to choose a new rate within a 3–6 month window. This is called a product transfer and lets them switch deals without applying for a new mortgage. During this time, banks remind users their current rate is ending because if they don’t act they’ll usually be moved onto a higher default rate. So there’s something in it for both sides: users get the chance to lock in a better deal early and banks get a chance to keep them from switching elsewhere. This makes timing really important and the experience needs to clearly show users what they can do and when.

Promotional email from Backbase — rate ending reminder, Find a new rate and Talk to us options and renewal benefits

Problem

Switching a mortgage product isn’t straightforward. Users need to compare options, understand new terms and make decisions that can affect them for years. Many don’t realise they can switch rates or they simply forget to act when their deal is ending, which can leave them on a higher default rate without really understanding why.

Even when they do start the process, it’s not always clear what to do next. Depending on when they enter, they might see different options, making it hard to know if they should act now or wait. On top of that, choices are limited and some users may not be eligible at all, which adds to the confusion.

The challenge was to reduce this uncertainty and help users feel confident making a decision without oversimplifying a complex financial process.

Hand-drawn six-step user journey: informed through exit after terms

Hand-drawn flowcharts — Scenario 1 email-led auto path and Scenario 2 manual path with six-month branching

Hand-drawn product transfer layout explorations — lists, cards and term groupings

Hand-drawn 3x3 wireframe grid — Live in or Let it, split layouts and summary patterns

Challenges

There were a few strict rules that shaped the experience. Users can only switch their mortgage in the 3–6 months before their deal ends. If they try outside of that time they can’t do it online and have to call the bank. They also can’t borrow more money so they’re only choosing a new rate while some users might not be able to switch at all.

My role

I worked on the end-to-end experience for the Product Transfer journey, starting with how users first find out they can switch to a new rate and structuring the flow to guide them from understanding their current rate to selecting a new one. I collaborated closely with the mortgage PM and engineering team to ensure the experience aligned with lending rules and technical constraints.

Approach

I focused on helping users understand their options and what to do at each step of the journey.

Since the decision is limited to choosing a new rate, I kept the experience focused and avoided adding unnecessary steps. The goal was to make it easier for users to compare options and move forward with a decision.

Hand-drawn 2x2 grid — four desktop layout explorations with headers, cards and split blocks

Hand-drawn desktop wireframe — header, wide rounded block, two lower content cards

Hand-drawn vertical layout — header and stacked rounded cards with progress-style bar

Hand-drawn Mortgage details wireframe — title, info strip, central card with rows and footer action

Hand-drawn desktop wireframe — info banner with icon, large content list, two actions including hatched primary

I also considered cases where a user’s mortgage details might be out of date, making sure they had a way to review and update their information before continuing.

Low-fidelity wireframe storyboard on light yellow — linear wizard flow versus dashboard flow with sidebar, through selection, offer and confirmation

Solution

1. Encouraging intentional action before showing rates Instead of showing all available rates immediately, I introduced a clear action for users to explore better options. This was done to encourage active engagement, rather than passive browsing, given the importance of the decision.

Mortgage rate results — stacked product cards with monthly cost, fees, initial term cost, APRC and More info

2. Supporting comparison through filtering and sorting Users can see a range of available rates, so I added filtering and sorting options to help them narrow down choices based on factors like rate type and duration.

Rate filters and sorting — Let's find you a better rate: chips for type and term, Clear all and Confirm, results count and Sort by monthly payment

3. Keeping users in context with a side modal Instead of navigating to a new page for more details, I used a side modal so users can view additional information and access support without losing their place in the flow.

Need help side panel over mortgage renewal — glossary of terms and Chat or Phone contact options, main rate flow visible behind

4. Adding friction at the decision point Selecting a new rate is a significant financial decision, so I introduced a confirmation step with a summary and explicit user confirmation to prevent accidental choices.

Full illustration modal — offer summary with fees and terms, I confirm checkbox, Keep current rate and Confirm new rate actions

5. Reinforcing consequences early The experience highlights the standard variable rate upfront, helping users understand what happens if they don’t take action.

Standard variable rate section — SVR cost summary card with monthly cost and total term cost, Find a better rate button

Outcome

The final experience makes the process easier to follow by guiding users from understanding their current rate to selecting a new one. By keeping the journey focused on comparing rates and removing unnecessary steps, it becomes easier for users to make a decision.

Filtering and sorting help users go through the available options more easily, while the side modal lets them see more details without losing their place. The confirmation step makes the decision more deliberate, which is important for something with financial impact.