Reimagining Pine’s Digital Mortgage Experience
Redesigned Pine’s digital platform to elevate the brand and create a clear, modern experience for homebuyers. The work repositioned Pine from an early-stage fintech to a trusted, design-led mortgage partner by shaping a streamlined, user-first journey that builds confidence from the first click.
Redesigned navigation and flows that reduced drop-offs and contributed to a 25% drop in bounce rate.
Introduced a scalable design system that sped up design-to-dev handoff and lifted page views by 42%.
UX/UI Design, Brand Design | Pine
“The site feels so clean and modern. It doesn't look like a typical mortgage company at all.”
Jemicah Marasigan
— Content Lead, Pine
“Lee reshaped the Pine brand with a level of clarity and craft that changed how people saw us. His work brought confidence to the product, trust to the experience, and a sense of polish that elevated every touchpoint.”
Amanda Billark
— Head of Design, Pine
Increase in time spent on site driven by clearer messaging and more intuitive user flows.raised to accelerate Pine’s trusted, design-led approach to digital homeownership.Business goal:
Strengthen Pine’s position with a clear, trusted digital presence that drives growth and builds user confidence.
Design/experience goal:
Create a clean, intuitive, editorial system that improves flows and unifies Pine’s brand across all touchpoints.
Role:
Lead designer
Strengthened brand clarity across all touchpoints, driving a 43% increase in time spent on the site.
customer satisfaction based on 500+ verified reviews.$27M Series A
96%
The impact