Role
Product Designer
Team
Yashodhan Deshmukh, UX Lead
Spandita Jakhar, Product Designer
Oishee Mukherjee, UX Writer
Skills
Visual Design
Interaction Design
Prototyping
Timeline
3 months
Status
NO PROGRESS CLARITY
Users could not see where they were in the journey or how likely approval was.
OFFLINE STEPS BROKE FLOW
Key steps happened offline, creating friction and inconsistency.
HIGH POST-LEAD DROP-OFF
Borrowers often dropped off after lead submission, leaving revenue unrealized.
COMPETITORS OUTPERFORMED
Competing lenders offered instant eligibility and full digital verification.
User interviews
Interviews revealed that users could not see where they stood in the process or what would happen next, creating uncertainty and abandonment.
IMPACT
Visibility became a core requirement. Users needed to view status, eligibility, and remaining steps in-app.
Survey analysis
Survey data showed that slowness and complexity were the top barriers, especially at verification and approval stages.
IMPACT
Speed and simplicity became primary design drivers across the loan journey.
Competitive analysis
Competitors offered instant eligibility and full in-app completion, raising user expectations for a digital-only flow.
IMPACT
We benchmarked end-to-end digital completion as the experience standard.
Customer feedback
App reviews and support logs showed users were frustrated by repeated calls, re-entering information, and unclear updates.
IMPACT
Offline dependencies became the top issue to remove in order to reduce drop-offs.
What data revealed at scale
Concept 1: Reduce upload failures
WHY THIS WAS VIABLE
Clear visual prompts reduced confusion and increased successful uploads.
OBSERVED LIMITATIONS
More edge-case handling was needed for retries and multiple uploads.
Reduced upload failure by 30% in testing
Concept 2: Increase verification completion
WHY THIS WAS VIABLE
Created predictability and reduced anxiety, improving verification completion for users.
OBSERVED LIMITATIONS
Scheduling introduced dependency on operational capacity, requiring coordination with service teams.
Increased KYC completion rate by 22%
SHARE WORK EARLY
Sharing rough concepts sooner made risk partners more collaborative, and reduced late blockers tied to compliance interpretation.
CURIOSITY UNLOCKS CLARITY
Asking simple questions uncovered hidden assumptions and revealed opportunities that were otherwise ignored or misunderstood.