“Lippincott leveraged our business and cultural strengths to deliver a strategic and insightful new brand and proposition for our members, lenders and insurance carrier partners that can scale.”CEO, LendingTree
Spring acts as a friendly and insightful ‘ally’ in helping people get the most out of their credit. From the UX to the brand expression, that ally is always present and guiding members through the experience.
“Spring is a financial ally for people who have big goals and need a plan to reach them. Everything from the content to code was purpose-built to bring that experience to life.”Senior Partner, Lippincott
Personalized recommendation cards are the main driver of the Spring experience
“Lippincott didn’t just learn about our customers, they taught us how to bring the voice of the customer into our day-to-day. Our product team has never had more clarity on what features and offerings matter most.”CEO, LendingTree
‘Jobs to Be Done’ insights drove the experience strategy
StoryMap illustration + sample How Might We…? provocations
Snapshots from the multi-day Living Ideas Workshop conducted with a broad cross-departmental team from LendingTree
“Lippincott gave us the ‘full stack,’ embedding with our product and technology teams from beginning to end.”CEO, LendingTree
Tech and systems architecture deliverables + collaboration beats
Accelerating growth by unleashing LendingTree’s full potential
Over 25 years ago, LendingTree established itself as one of the original fin-tech disruptors with a platform that shifted the power away from banks to individuals looking for loans. Their “When banks compete, you win” proposition was more than an iconic line; it changed the way people shopped across the board—from insurance to travel and everything in between. Fast forward to the present, where macro-economic trends and evolving customer expectations found LendingTree facing diminishing returns in their traditional business model. It was time to fundamentally reshape the way they engage with their customers.
While the original model helped shoppers get better deals on loans, the experience ultimately delivered one-off transactional value that limited LendingTree’s potential growth and left customers feeling like a number. They needed an ongoing relationship model that could empower a new generation of loan shoppers while opening a new line of business for the brand. This called for a fresh, dynamic experience ecosystem.
So, how could LendingTree provide real value and deeper meaning in customers’ lives? Simply put, the answer was deeply understanding those customers. Not just from our vantage point of the consulting partner, but by creating a deeply collaborative process that instilled an abiding connection and empathy for the customer within LendingTree’s product team so they could continue to expand on the ways they serve customers for years to come.
We began with a human-centered, customer-first approach, conducting deep ‘Jobs to be Done’ research and uncovering rich, intimate insight into the progress and experiences customers were seeking. Merging these insights into an immersive co-creation session with the LendingTree team, we generated, tested, and refined dozens of value propositions, each designed to provide unmatched customer value, strengthen the brand, and unleash financial growth. Ultimately, nine experience and product concepts resonated with consumers, forming the core of LendingTree’s logged-in experience.
With the vision established, we set to work on bringing this experience to life. We embedded our team within the LendingTree pod structure. Over the course of the next several months, we helped turn Jobs’ insights into user journeys and wireframes. We collaborated with their in-house creative team to extend their design system and breathe new life into the product experience. And we helped drive a cross-company exploration to align on and rally behind a new name: Spring.
With Spring, we built on the natural equities of LendingTree and imbued a spirit of optimism, growth, and vitality. That spirit was captured in a dynamic, interactive affordance—a ‘living line’—that helps guide members through the Spring product experience. Spring directs members to personalized insights and tailored-for-them next actions to improve and address their credit; it helps to explain complicated lending concepts in human terms to peel away the confusion and opacity of the space; and it celebrates moments of progress, both big and small, to help keep momentum going and help members achieve their financial goals.
LendingTree Spring beta launched Q3 of 2023 and continues to roll out new features and experiences over the coming months. With our highly collaborative process, we hope to establish a new bar of client/partner relationship, one that’s rooted in profound empathy and understanding of the customer and leverages the respective strengths of all parties to create and launch new digital experiences, building on what’s true and beloved about the brand with a fresh perspective that helps disrupt the original disruptions and usher in a new chapter in the LendingTree story.