TruvProduct design
Case study

From research
to a working prototype.

Helping brokers and loan officers order a verification and reach payment. Funnel analysis, data limitations, and four interface changes to test.

Open prototype Read the research
Control A + 4 experimentsDesktop & mobileInteractive form

High drop-off.
Causes still unconfirmed.

The most visible loss within the product occurs before Your Information Completed. However, the event sequence differs from the form layout, so the causes still need to be validated.

View the analysis and limitations →
6.90%Dashboard → Payment Completed8,959 of 129,846 users
83.16%did not reach Your Information
after opening the Dashboard
52.32%did not reach Payment after
Borrower Information

Original funnel data. These figures are not experiment results.

The reasoning behind every decision.

Read the assignment ↗

Four research chapters to read: original observations, calculations, assumptions, and hypotheses.

Markdown on GitHub:EN RU
  1. 01

    Funnel analysis

    Where users drop off, what the interface shows, and what the data cannot yet explain.

    Part 1
  2. 02

    Financial assumptions

    Scenarios for +1, +3, and +5 percentage-point improvements, pricing, and calculation limits.

    Part 2
  3. 03

    Recommendations

    Priorities: validate analytics, investigate Dashboard completion, then payment.

    Part 3
  4. 04

    Hypotheses and experiments

    Four primary variants, additional tests, and rules for evaluating the outcome.

    Part 4

One journey. Five variants.

Primary hypotheses EXP-01–04

Start with the original page and switch variants in the review toolbar. Entered data is retained while you compare. Each variant lets you complete the form and open the payment demo.

VariantChangeTry it
A

Original page

A long form without a progress indicator. Continue is at the end of the form.

Open
EXP-01

Sticky Continue

Continue is always visible at the bottom of the screen. Field order and content are preserved.

Open
EXP-02

Step-by-step form

Two steps with completion statuses. Continue stays at the end of the second step.

Open
EXP-03

Steps + sticky action

Two steps with completion statuses and an action panel that stays visible while scrolling.

Combination of EXP-01 + EXP-02		Open
EXP-04

Progress indicator

The progress indicator stays in a panel at the bottom of the screen. The long form and Continue are preserved.

Open
i

Success means completing payment. Primary metric: Dashboard → Payment Completed. The changes remain hypotheses; measuring their effect requires validated analytics and controlled tests. EXP-05–08 are documented as possible follow-up tests.