Simplifying a complex multi-step loan application process for small business owners — cutting drop-off by 40% and halving time-to-completion.
ClientFintech Platform
RoleLead Product Designer
TypeMobile-First Redesign
PlatformiOS / Android
Overview
The project
A fintech startup building a mobile-first lending platform for SMEs engaged me to redesign their loan origination flow. The product had promising fundamentals but suffered a crippling 65% drop-off rate. The challenge: make regulatory rigour feel manageable on a mobile screen.
Conducted deep stakeholder interviews and contextual inquiry sessions to surface the real pain points behind reported issues.
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Data Analysis
Analysed usage telemetry and qualitative research to identify the highest-impact friction points across the user journey.
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Problem Framing
Synthesised research into a clear problem statement and design principles to guide the solution space.
"I started the application three times. Each time I hit a question I didn't know the answer to, I had to start from scratch."
Design Process
From insight to solution
01
Research & Discovery
Deep user research combining contextual inquiry, in-depth interviews, and usage analytics. Built detailed journey maps identifying where the current experience failed users most critically.
02
Ideation & Concept Design
Ran co-design workshops with cross-functional teams. Generated multiple solution directions and evaluated them against research insights and technical constraints before committing to a direction.
03
Prototyping & Testing
Built low-fidelity prototypes to test core interaction models quickly. Iterated based on usability testing feedback before moving to high-fidelity Figma designs.
04
High-Fidelity Design & Handoff
Delivered pixel-perfect Figma designs with comprehensive design system documentation, interaction specifications, and annotated handoff for engineering teams.
Add your actual screens here
Outcomes & Impact
Measurable results
40%
Reduction in application drop-off rate
2×
Faster average time-to-completion
28%
Drop in mid-application abandonment after pre-checklist
Reflection
What I learned
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Research shapes everything
The quality of the final design was directly proportional to the depth of the discovery phase. Every shortcut in research showed up as a flaw in the solution.
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Iteration over perfection
The best solutions emerged through testing and iteration, not the initial concept. Getting comfortable with imperfect early prototypes accelerated finding the right answer.