FinTech
Website
Loans' Web Platform
A platform where users can get a loan online and monitor it easily
My role
End-to-end design (research, user scenarios, design, documentation, testing)
Team
UX/UI designer (me), product manager, UX writer, Web developers
Product
Web platform on Akcha Bulak website
Problem
There have already been several types of bank loans inside My O! SuperApp. But all bank loans are typically associated with complexity, thorough check, and lack of transparency. Moreover, they are available only for app users.
Goal
FOR USERS: create a smooth and quick process of applying for a loan both on a smartphone and on a desktop
FOR BUSINESS: expand loans revenue by attracting non-app users
Success metrics
Although designers in the company were not directly included in metric ownership, from a product perspective I would define the following key metrics to assess impact:
Application completion rate and average time to complete application
Number of loans issued
Revenue generated from loans
Support inquiries related to loan clarity
Challenges & constraints
I knew nothing about loans, I've never got any in my life
Regulatory requirements from antifraud and legal departments
Tight deadlines
Balancing user simplicity with financial accuracy and compliance was a core design challenge.
Research
Firstly, I made my own research to understand how loans work. Secondly, I analysed support tickets related to loan confusion. Thirdly, I did competitor analysis on other Kyrgyz market lending flows.
Using this data, I applied JTBD framework to formulate hypotheses and design decisions:
When I need money, I want to get them quickly, so I can pay the bills
Minimize steps, no complex forms, automatisation, full online process
When I apply for a loan, I want the process to be clear, so I don't need to contact support
Transparent step-by-step process with coherent instructions
When I apply for a loan, I want to feel confident that I meet the requirements, so I don’t waste time
Offer the alternative options if possible instead of full rejection
When I already have an active loan, I want to clearly understand my upcoming obligations, so I can avoid penalties
Adaptive personal account with all the information about the loan and necessary functions (repayment, extension, etc.)
main scenario
The main scenario is loan application. It starts when the user chooses the preffered loan term and amount and process to authorisation via phone number and OTP confirmation.
The whole application process is divided into 3 steps.
The first step is documents verification, where the user scans the passport, makes a photo and checks necessary information.
The second step is identification which is conducted by the video call with the manager.
After it, the bank either approves the desired amount of money, offers different amount of money (less or more), or reject the application.
If the application is successful, the last step is the choosing of the preferred way of getting money.
If the user is not an app user, then we create a personal account for them within the app automatically, so as to synchronise the loan processes.
That’s it — once the application is completed and approved, the user receives the funds within 10 minutes.
A dedicated loan dashboard becomes available, where the user can manage the loan: make repayments, extend the term, track due dates, monitor the remaining balance, access related documents, and view the full repayment history.
UI Kit
I created the essential components for the project:
header and footer with its variations
textfields and cells
buttons
cards
calendar
etc.
I also prepared comprehensive project documentation and designed all screens in a fully responsive format optimized for smartphone devices.
Results
We finished the work on deadline: 1-1,5 months for design and approval with all the stakeholders and 3-4 months for the development and testing
New customers were attracted to the app through this web loan
The platform is responsive for desktop and smartphone
UI Kit was created from scratch