Problem Statement
Our proprietary lending platform experienced stalled growth, primarily due to two compounding issues: ineffective brand management and reliance on an outdated technical infrastructure. The brand had lost its relevance in a competitive and fast-evolving market, and the platform’s aging system limited our ability to scale, adapt to user needs, and deliver a modern digital experience. These challenges contributed to diminished user engagement, decreased conversion rates, and an overall loss of competitive edge in the lending space.
The Work
To address these challenges, we launched a comprehensive initiative focused on repositioning our brand and rebuilding the platform from the ground up. Rather than iterating on the existing system, we chose to create a new brand identity and develop a reimagined platform that would better align with user expectations and market trends.
Our process was deeply rooted in user-centered design principles. We engaged with a broad range of current and prospective users through interviews, surveys, usability tests, and co-creation workshops. These activities allowed us to gather critical insights into user behaviors, pain points, and unmet needs.
The findings from this research directly informed key decisions across product development, including feature prioritization, interaction design, and the overall visual and verbal identity of the new brand. By incorporating user feedback throughout the process, we ensured the final solution was intuitive, scalable, and positioned to meet both business goals and customer expectations.
Wireframe & User Flows
High Fidelity Concepts & Brainstorming
Homepage progress (Left to right)
The Lender List
