Timeline

Dec - Feb 2024

Team

2 Designers

1 PM

2 FE developers

2 BE developers

Disciplines

Product Strategy

Interaction Design

Visual Design

Tools

Figma

Problem statement

Simplifying Freo’s credit-line application journey to make it simpler, improve comprehension, make it more engaging, rewarding, accessible, visual hierarchy, and craft.

Reducing application friction to help users register faster and smoother

SUMMARY

This 5-minute reading is about:

(One sec, *adjusts time)

GLOSSARY

What’s a credit line?

What are “pending steps”?

What’s “AIP”?

What’s “Line issued”?

What’s “Ready to Disburse (RTD)”?

Goals for redesign

Move to later?

• Simplifying the form structure

  We focused on reducing the time and effort required to fill out form-based info.

  Key success metric: Average time spent on form completion

• Increasing step completion rate

  We focused on getting more users to complete each step of the application

  Metric: Reducing step-by-step drop-off rate, and improving step completion rate

• Boosting fin-report collection

  We focused on collecting more financial reports from users, particularly from low-risk customers. The challenge is to ask such sensitive info from users who

  Metric: Number of financial report’s data submitted

• Enhancing Interaction Accessibility

  We focused on making the form easier to use for everyone, including users with disabilities

  Metric: User Accessibility Score (e.g., WCAG compliance).

• Improving visual hierarchy

  We focused on making important information, gamification moats, and other actions stand out more clearly

  Metric: CTR on key UI elements, user-comprehension of offers

UNDERSTANDING THE PROBLEM

The customer journey is taxing for users with ample scope for applying game dynamics

The UI is both inconsistent as compared Freo’s onboarding experience, and lacks craft

New Freo users during the credit application journey

UNDERSTANDING THE PROBLEM

User pain points

The existing journey posed several challenges

• The onboarding process was overly complex, with too many steps, leading to high drop-off rates (add too many steps screen)
• Users were often confused by the lack of visual consistency and hierarchy, which hindered their progress (add visual inconsistency image)
• Users had to return to the pending steps screen after completing each step, adding unnecessary frustration and friction (add GIF of coming back)

Previous onboarding screens

UNDERSTANDING THE PROBLEM

A huddle with internal stakeholders

The first thing was to collaborate with internal stakeholders to understand different business aspects and their needs.

Stakeholder collaboration

OBJECTIVE

Designing a best-in-class form experience