Healthcare Professional

Healthcare professionals like doctors and dentists face unique financial challenges, often stemming from demanding careers that leave little time for personal financial management. With limited energy for research, they rely heavily on trusted recommendations from peers and advisors. SoFi recognized the need to bridge this gap by creating a resource tailored specifically to their circumstances.

The objective was to design a Multi-Product Landing Page (MPLP) exclusively for healthcare professionals. This page would not only introduce SoFi’s student loan refinancing but also highlight a comprehensive suite of financial products and services to help these professionals achieve stability and long-term success.

I created two versions of the MPLP page for testing, prioritizing key metrics such as page structure, design clarity, user comprehension, navigation ease through the drop-down menu, and understanding of the concierge service. The target audience for the test included healthcare professionals aged 18 and older, with an income above $25,000, a FICO score over 600, and at least $5,000 in federal or private student loans. The final design centered on clarity, empathy, and usability. The MPLP served as a gateway for healthcare professionals to explore tailored financial solutions while addressing their specific pain points. By presenting information in an accessible, trusted format, the page empowered healthcare professionals to take charge of their financial well-being with confidence.