Borrower-first guidance that connects the question behind a visit to a useful financing conversation.

An interactive website proposal created through BoiseWebCo for Fulcrum Home Loans. The concept connects borrower goals, financing stages, planning tools, and relevant next steps before a secure application or conversation. Loan processing, live application integrations, and client-portal authentication are outside the prototype scope.

Explore the live prototype

My Role in this Project

Customer-journey and opportunity research
Information architecture and content direction
Visual design and responsive interface design
Interactive frontend prototype development
Proposal rationale and walkthrough planning

Prototype Approach

Next.js and React
TypeScript and Tailwind CSS
Goal- and stage-based route composition
Interactive mortgage-planning calculators
Demonstrated application and contact handoffs

Intended Outcomes

Help visitors identify their financing goal
Tailor guidance to the borrower’s current stage
Connect planning tools to a relevant next step
Preserve context for an application or conversation
Keep existing-client access easy to find

A closer look.

Explore the screens. Select an image to view it full size.

Fulcrum Home Loans concept homepage with borrower-first messaging and guided-start action — The homepage puts a useful first decision ahead of a generic application prompt while retaining a clear path for existing clients.

Fulcrum guided start with buying, refinancing, and exploration choices — Buying, refinancing, and early exploration begin as separate paths, with plain-language choices rather than loan-product jargon.

Fulcrum buying journey asking whether a visitor is planning, shopping, or has an accepted offer — A second question identifies timing so the proposed guidance can address the borrower’s current situation.

Fulcrum planning recommendation with application and conversation options — The recommendation explains the next step before a demonstrated application or conversation handoff; it does not process a loan.

Fulcrum calculator directory for payment, affordability, refinancing, and amortization — Planning tools give visitors a concrete way to frame a question. Estimates remain educational, rather than quotes or approvals.

Fulcrum Home Loans proposed homepage on a phone — The responsive homepage preserves the borrower-first message and guided-start action on a phone.

The rationale

Start with the borrower’s question.

A mortgage website serves people at very different moments. Someone beginning to plan a purchase needs direction, while a buyer with an accepted offer needs a clear way to act. I created this proposal through BoiseWebCo to help Fulcrum’s website recognize those differences before sending everyone into the same application.

The homepage leads with a guided start. Visitors choose buying, refinancing, or exploring their options, then identify their current stage. The resulting recommendation makes the next step understandable, whether that means preparing for an application or beginning a focused conversation.

The journey uses progressive disclosure rather than a long qualification form. Goal and stage stay part of the route, making the context visible as the visitor moves through the demonstrated handoff. The concept explores how that information could support the existing secure application and team; it does not claim the production systems can already receive it.

Calculators create another useful entry point. Payment, affordability, refinance, and amortization tools give people a way to explore a scenario and bring a better question to the next conversation. Their estimates are framed as planning aids, with lending terms and eligibility left to the appropriate professional process.

I retained Fulcrum’s recognizable identity and used a consistent hierarchy across the homepage, guided journey, team content, and existing-client path. The proposal also demonstrates contact and portal states while making the boundary between a frontend preview and a working operational system explicit.

This is a proposal prototype, not Fulcrum’s launched website or evidence of improved applications. Production would require confirmed messaging and licensing, validated borrower paths, secure application and portal integration, appropriate consent and privacy handling, and measurement of guided-start completion and downstream contact or application activity.