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Summary

Problem area

Design goals

Decisions

Retrospective

Back

Summary

Problem area

Design goals

Decisions

Retrospective

Financial Flow

2025

Increased completion and adoption by clarifying the application process and improving user confidence.

Users were reaching the final steps of a financial product application only to abandon the process, even after a hard credit pull. Through research, data and design expertise I discovered a deeper trust and comprehension issue within the experience.

Users were reaching the final steps of a financial product application only to abandon the process, even after a hard credit pull. Through research, data and design expertise I discovered a deeper trust and comprehension issue within the experience.

Role

Product Designer

Sole Designer

Team

1x Product Manager

2x Engineers

Impact

17% more completed applications

Faster financial decisions for costumers

User-tailored content increased comopletion

Fewer support calls after launch

Role

Product Designer

Sole Designer

Team

1x Product Manager

2x Engineers

Impact

17% more completed applications

Faster financial decisions for costumers

User-tailored content increased comopletion

Fewer support calls after launch

Role

Product Designer

Sole Designer

Team

1x Product Manager

2x Engineers

Impact

17% more completed applications

Faster financial decisions for costumers

User-tailored content increased comopletion

Fewer support calls after launch

Problem area

Useful product, confusing process

Users were reaching the final steps of a financial product application only to abandon the process, even after a hard credit pull. Through research, data and design expertise I discovered a deeper trust and comprehension issue within the experience.

Product before redesign

Opportunity 1

Introduce data-driven guidance to reduce confusion and support tickets, helping businesses make decisions faster and stay engaged.

Opportunity 1

Introduce data-driven guidance to reduce confusion and support tickets, helping businesses make decisions faster and stay engaged.

Opportunity 1

Introduce data-driven guidance to reduce confusion and support tickets, helping businesses make decisions faster and stay engaged.

Opportunity 2

Transform static transaction data into clear insights, making it easier to act and improving retention.

Opportunity 2

Transform static transaction data into clear insights, making it easier to act and improving retention.

Opportunity 2

Transform static transaction data into clear insights, making it easier to act and improving retention.

Design goals

What I aimed to achieve

Simplify decisions

Turn complex data into clear, actionable insights that drive business decisions.

Simplify decisions

Turn complex data into clear, actionable insights that drive business decisions.

Simplify decisions

Turn complex data into clear, actionable insights that drive business decisions.

Build trust

Design a clear, reliable dashboard that keeps business owners in control.

Build trust

Design a clear, reliable dashboard that keeps business owners in control.

Build trust

Design a clear, reliable dashboard that keeps business owners in control.

Drive adoption

Add a test space so business owners explore freely, see wins, and stay engaged.

Drive adoption

Add a test space so business owners explore freely, see wins, and stay engaged.

Drive adoption

Add a test space so business owners explore freely, see wins, and stay engaged.

Design decision 01

Building trust through a testing mode

Many users dropped off the platform before connecting their data. Instead of forcing onboarding, I introduced a sandbox mode so they could explore the product right away. It lowered the barrier to entry and helped them understand the value before committing.

1. Testing mode indicator

It reassures business owners they can explore the feature safely without being charged.

1. Testing mode indicator

It reassures business owners they can explore the feature safely without being charged.

1. Testing mode indicator

It reassures business owners they can explore the feature safely without being charged.

2. Context message

It reduces business owners anxiety about their real data being used in the feature demo.

2. Context message

It reduces business owners anxiety about their real data being used in the feature demo.

2. Context message

It reduces business owners anxiety about their real data being used in the feature demo.

3. Upgrade banner

It encourages business owners to activate the full version by giving a clear offer breakdown.

3. Upgrade banner

It encourages business owners to activate the full version by giving a clear offer breakdown.

3. Upgrade banner

It encourages business owners to activate the full version by giving a clear offer breakdown.

Design decision 03

Choosing clarity over complexity in visualisation

I explored two directions: a chart-rich layout and a minimalist one. I went for simplicity because financial data needs precision and quick scanning. The clean layout made key insights easier to understand and improved trust in the tool, especially important at a time when customers were resigning and product retention was decreasing.

Version 01: What I learned testing with business owners: charts were too complex

Learning 01

Unclear priorities: Competing data made it hard for business owners to see what mattered

Learning 01

Unclear priorities: Competing data made it hard for business owners to see what mattered

Learning 01

Unclear priorities: Competing data made it hard for business owners to see what mattered

Learning 02

Too much noise: charts were hard to read, slowing decisions when businesses needed speed.

Learning 02

Too much noise: charts were hard to read, slowing decisions when businesses needed speed.

Learning 02

Too much noise: charts were hard to read, slowing decisions when businesses needed speed.

Retrospective

Designing for confidence, not data literacy

Before and After redesign

Impact

Empowered businesses

Business owners gained control, tracking performance in minutes and deciding faster.

Empowered businesses

Business owners gained control, tracking performance in minutes and deciding faster.

Empowered businesses

Business owners gained control, tracking performance in minutes and deciding faster.

Increased retention

Dashboard became central, engagement rose, and support tickets fell significantly.

Increased retention

Dashboard became central, engagement rose, and support tickets fell significantly.

Increased retention

Dashboard became central, engagement rose, and support tickets fell significantly.

Increased efficiency

It cut design time from weeks to days, letting the team test, refine, and deliver faster.

Increased efficiency

It cut design time from weeks to days, letting the team test, refine, and deliver faster.

Increased efficiency

It cut design time from weeks to days, letting the team test, refine, and deliver faster.

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