CLIENT: IPF Digital
DATE: 2018 - 2019
INDUSTRY: Financial Services
ROLE: Product Designer
Creditea, part of IPF Digital, is a leading provider of online personal loans, operating across countries like Australia, Mexico, and Czechia. The brand is dedicated to responsible lending, offering flexible, tailored financial solutions that meet the diverse needs of its global clientele. With features like interest-saving options, biweekly payment schedules, and competitive rates, Creditea is committed to empowering customers to take control of their financial well-being. To strengthen its digital presence and improve user experience, Creditea partnered with Proekspert, a digital consultancy based in Tallinn, Estonia. As a product designer at Proekspert, I played a key role in the redesign of Creditea's online platform, with a focus on making it more intuitive, efficient, and accessible to a global audience with varying levels of financial literacy.
In a strategic move to enhance its digital presence and user experience, Creditea partnered with Proekspert, a digital consultancy based in Tallinn, Estonia. The collaboration aimed to redesign Creditea's online platform, making it more intuitive, efficient, and accessible to a global clientele with varying levels of financial literacy.
Design Challenges: Simplifying Financial Concepts
One of the biggest challenges we faced was making complex financial concepts understandable without losing precision. Given Creditea’s diverse customer base, the new platform had to cater to both financially savvy users and to those with less experience.
Key Design Strategies:
Key Design Strategies:
· Terminology Simplification: We began by analyzing customer service interactions and feedback to better understand how clients described their financial concerns. This information helped us identify common language patterns and areas of confusion. Using these insights, we translated technical financial terms into straightforward, easy-to-understand language while maintaining the accuracy required for legal and compliance purposes.
· Visual Aids and Interactive Elements: To complement the simplified language, we introduced visual aids like infographics and interactive tooltips. These elements helped users better grasp the implications of financial terms and choices, offering deeper explanations where needed without overwhelming the primary interface.
· Compliance and Accuracy Checks: Throughout the design process, I worked closely with financial experts and legal teams to ensure that all content remained compliant with regional regulations. Our simplified language and visual aids were carefully vetted to ensure they were both legally accurate and easy to understand.
Streamlining the Loan Process
Beyond simplifying terminology, we focused on refining the entire loan application process. Leveraging insights from customer data, we removed unnecessary steps in the application workflow, making it faster and more intuitive. This improved the conversion rate and helped users to complete the process more confidently.
We also ensured that the platform was optimized for all devices, whether users accessed it via mobile phones, tablets, or desktops. This increased accessibility was essential for reaching Creditea’s diverse global audience.
Enhancing User Confidence and Efficiency
The redesigned Creditea platform now offers a more seamless and intuitive user experience. Customers can navigate complex financial decisions with ease, thanks to clear terminology, interactive tools, and a simplified application process. This user-centric approach not only enhanced engagement but also reinforced Creditea’s commitment to responsible lending, helping customers make well-informed decisions about their finances.
Beyond simplifying terminology, we focused on refining the entire loan application process. Leveraging insights from customer data, we removed unnecessary steps in the application workflow, making it faster and more intuitive. This improved the conversion rate and helped users to complete the process more confidently.
We also ensured that the platform was optimized for all devices, whether users accessed it via mobile phones, tablets, or desktops. This increased accessibility was essential for reaching Creditea’s diverse global audience.
Enhancing User Confidence and Efficiency
The redesigned Creditea platform now offers a more seamless and intuitive user experience. Customers can navigate complex financial decisions with ease, thanks to clear terminology, interactive tools, and a simplified application process. This user-centric approach not only enhanced engagement but also reinforced Creditea’s commitment to responsible lending, helping customers make well-informed decisions about their finances.