The application funnel for this fintech company required a complete overhaul.
It's all about the flow
Using a wireframe prototype for a usability test revealed that making a progressive disclosure application form that only asks one question at a time was quite tap-intensive. I overcame this by auto-formatting responses (such as date of birth) and enabling one-tap responses that go to the following question. If data entry was required, the field was automatically focused and the relevant keyboard was available on screen automatically. The addition of a return button enables users to go back and amend their responses, and a summary page displays all of the application form data.
Questions were deferred until later in the application if they were not needed to decide if a user was eligible for a loan. This shortened the pre-approval stage.
Design
I made a new design system that uses a real mobile-first design methodology and hundreds of components and many more variants. All screens were designed for the full gamut of device widths, for every question, and every possible answer that could impact further questions.
I considered both the happy paths as well as introducing new content for the unhappy paths. I felt the experience could be improved, even if the outcome of the decision wasn’t favourable. The designs also provided the user with opportunity to fix faults if they had entered the data incorrectly, which was possible in some circumstances.
