Our client, a New Zealand retail bank, had a legacy of exceptional customer service, but their home lending process felt transactional. Buying a home is not just a financial contract; it is a high-stakes emotional roller coaster. The challenge was to shift from processing loans to actively supporting the human experience.

Working with ThoughtFull from primary research through to synthesis and ideation, I helped translate research into a reimagined service experience.

To help stakeholders step into the shoes of a home buyer, we mapped the end-to-end customer journey; revealing emotional friction points, anxieties and milestones often hidden beneath the process.

From that empathetic starting point, we developed four service concepts—spanning digital tools and reimagined physical environments—designed to support buyers through the peaks and valleys of the home loan journey.