Case study / 2023
Finnable
Addressing loan application pain points.
Team
Lead designer
UX/UI designer
Marketing, PM, and leadership
Background
Finnable needed to make loan discovery, application, repayment, and account management more transparent. The work focused on clearer terms, fewer unnecessary steps, and useful tracking at the moments people were deciding whether to continue.
A clearer loan journey starts by reducing hesitation before it becomes abandonment.
01 / Journey mapping
See the loan journey as one connected system.
The work began by mapping discovery, application, approval, repayment, and account management together. It gave the team a way to locate friction across the service—not just within isolated screens.
02 / Journey overview
Make the hand-offs visible.
A second journey view connected customer intent to the information and decisions required at each stage. That shared map helped product and marketing focus on what users needed before asking them to move forward.
03 / Pain points
Focus on the moments where confidence drops.
Unclear eligibility, repeated information, repayment visibility, and the weight of a financial decision all created hesitation. Those moments became the foundation for the redesign rather than a broad screen-by-screen refresh.
04 / UX audit
Diagnose friction before styling it.
The UX audit examined every application interaction for gaps in trust, visibility, and next-step clarity. It gave product, marketing, and leadership a common language for prioritising change.
05 / Prioritisation
Reassurance came before excitement.
The bullseye framework grouped opportunities around reassurance, excitement, and human connection. For a loan product, speed only matters once the next step feels safe and legible.
06 / Information architecture
Structure complexity before screen design.
The information tree clarified what people needed before applying, during eligibility, after approval, and while tracking repayments. It made important financial information easier to scan without oversimplifying it.
07 / Sitemaps
Test clearer paths into the product.
Alternative sitemap configurations reduced the distance between customer intent, eligibility information, and a confident application start. The result was a clearer shared structure for product and marketing teams.
08 / Wireframes
Treat prototypes as hypotheses.
Each wireframe asked a focused question: could less uncertainty make the next action easier? This made critique more useful than comparing surface variants and kept hesitation visible throughout review.
09 / Eligibility
Give people an answer earlier.
The eligibility calculator concept helped users understand fit before committing to deeper application steps. A more direct answer respects people’s time and makes the rest of the journey feel more transparent.
10 / Shortening the process
Use known data with care.
Existing data could remove repeated questions while preserving context and personalisation. The strategy was not to hide a serious financial decision, but to remove avoidable effort around information the service could already explain.
11 / Custom imagery
Make finance approachable, not vague.
Tailored imagery supported a more human financial tone while keeping terms, eligibility, and repayments central. It gave the journey warmth without competing with the information people came to understand.
12 / Product direction
A clearer loan experience to execute.
The final direction brought audit findings, information architecture, eligibility, and a shorter process into one product story: clearer trust moments and a more actionable path for the Finnable team to build.
