Client:
Credit Direct Limited
Date:
2021
Tools:
Adobe XD | Adobe Illustrator
Role
I was the Lead UX Designer throughout the project cycle from planning and requirements gathering to strategy, wireframing, and content management. Also collaborated with the development teams to brainstorm ideas and better ways to solve the problem.
Project Summary
At its core, Credit Direct offers financial benefit services for employees that allow them to pay personal debt directly from their paycheck at low-interest rates. Credit Direct prides itself on being a business with a social purpose.
Credit Direct offers its services to employers, who typically market the service as an additional internal benefit for their employees. The Credit Direct product is designed to bear minimal administrative burden and risk for employers in assuming liability for the debts of its employees.
In this project, I’ve designed a mobile lending application that solves some of the major problems faced by Credit Direct Customers by integrating existing technologies and services to help people save time, and money and create a memorable lending experience.
The Challenge
How can we improve the lending experience? Although we have all the technology at our disposal, the lending experience has not advanced much with the times. A lot of lenders still face inconveniences in completing loan applications.
Some of the major problems and needs are listed as follows:
- Users spend too much time completing a loan application, especially in things such as standing in checkout lines and finding items.
- Users want to interact with a more user-friendly application.
- Increase customer acquisition by converting more visitors into subscribers.
- Collect better data in order to provide users with better personalization.
The Solution
Process:
I analyzed the current structure of the interface. I gathered usage and engagement data from the current experience. I collected many successful and unsuccessful examples of this experience from other apps to perform a competitive analysis.
Methods:
I conducted semi-structured interviews with 10 lenders to understand the problem space and their overall experience of lending. This helped me to explore different problems & go deep down into a few major issues that they were facing.
Visual Style
Typography
Personas
Hi-Fi Mockups
Reflections
From this project, I had a valuable experience of testing with real users in the actual environment this application is designed to be used. Although it was quite difficult at first to ask random people to participate because of information security, at the end of the day, I learned that people were quite willing to help and also interested in the solution to the challenges they face in the lending space.
Key Wins
- Improved the User Interface design of the app
- Optimized onboarding process
- Reduced drop-off rate.
- Increased loan disbursement rate.
- Improved customer experience.
Next Steps
In the next version of the Credit Direct Mobile app, we’ll be looking at further simplifying the onboarding and loan application process. Full integration of customer loyalty programs, the thinking here is to recognize and reward loyal customers thereby making them brand ambassadors.