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OVERVIEW

Transition Lendify’s loan application from a singular to an omni channel experience. 


 

Problem

Lendify’s Online and Retail loan applications existed in isolation due to backend constraints and limitations. After the redesign of their Retail Application (see case study here) the backend was updated, allowing a customer to start an application in store and continue on their own device online, increasing a need for a seamless experience.


 

outcome

The backend and risk model were improved to allow applicants of any partner to move seamlessly between Online and Retail at specified junction points, regardless of the channel in which they started. To help make that transition seamless a new design system was made and built (see case study here) to create a consistent UI across products.

 

Role

Product Designer

 

duration

January 2020

 
 

DESIGN PROCESS

01. DISCOVER

Get insights to better define the problem

WHO is the target user?:

    1. Primary user:  Loan applicants

    2. Secondary user: Partner Agent

WHAT is the business goal?

  1. Allow partners with limitations to take loan applications (eg. partner can not disburse a loan)

  2. Allow applicants to go back and forth between a variety of channels.

WHY is this important?

This would open a new growth channel and pave the way for ultimate customer autonomy

 

02. define

Have a clear view of the goal and problem while keeping the user at the center

Understand the User

  1. We used data analytics to understand online customer conversion, device characteristics, etc.

  2. We created Personas (Insert images of personas)

    1. Gather feedback from users on the current product and overall customer experience

 

03. ideate

Work closely with Product and Engineering to make sure we covered all technical limitations and business requirements

Collaborate with Design Team to create a Design System.

 

04. prototype. test, iterate, repeat

Build and test ideas! Make mistakes quickly to succeed faster!

Since this project was heavy on the technical side, the designs were a representation of the solutions decided on by key stakeholders. Therefore we moved quickly with constant internal review sessions. Since we did not have the bandwidth to conduct user testing, we used Heap data analytics to help track success post launch.


 

05. engineering handoff

Zeplin with images

Final Design images

 

Next steps

Track customer interaction via Heap analytics to see where we need improvements. 

Update UI to accommodate Lendify’s rebrand to Aura (see online application rebrand here). 

We planned to use this project as a foundation for an entirely new end-to-end experience with up-to-date technology and user-centered best practices, stay tuned for that project in the future.

RESTROSPECTIVE

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