UX/UI Designer

Turning a confusing loan process into a clear, seamless experience through a UI redesign.

25 → 6

From 25 steps to 6

70%

Reduction in rage clicks

62%

User Growth

Project Impact

  • Improved application flow from 25 → 6 steps, enabling independent user completion.

  • Reduced rage clicks by 70%, significantly lowering confusion and friction.

  • Redesigned key flows across commercial, business, and crypto applications.

  • Contributed to 62% user growth through improved UX and brand alignment.

My Role

  • Sole UX Designer in a fast-paced startup environment, leading end-to-end design across product and brand.

  • Simplified complex lending workflows through redesign of the website and application platform.

  • Designed key flows and established a consistent product and brand experience.

Team

  • Company Founder

  • 3 Developers

  • 2 Marketing

  • 1 Project Manager

  • 1 SEO Compliance

Timeline

3 Months

Tools

Figma, Canva, Figma Make

Fintech

B2B

Dashboard

Saas

Onboarding

Research

Borrowers need to move quickly to secure funding,
CREquity’s complex experience was slowing them down.

Borrowers need to move quickly to secure funding, CREquity’s complex experience was slowing them down.

Users like Jane abandoned the process or needed assistance to complete it.

  • The brand was inconsistently represented across the website and social media, creating a fragmented experience.

  • Visual styles and messaging varied across platforms, making the product feel less cohesive.

  • Users were uncertain about the platform’s credibility due to these inconsistencies.

  • In a financial product, this lack of cohesion eroded user trust and reduced confidence in completing key actions.

“I can fill this out, but I don’t know what documents you need or where to upload them, and I’m not comfortable uploading everything on my phone. I’d rather just email it.”

User 1

~ A Borrower like Jane

Problem

Users could not navigate the CREquity AI platform independently, requiring manual guidance to complete the loan request.

Previous UI Issues

Problem 1: Unclear UI Created Confusion and Friction

  • This was a new digital process for borrowers like Jane, who are used to completing applications manually.

  • It wasn’t clear what documents to upload or why, causing hesitation and confusion.

  • Multiple blue buttons made the next step unclear, so users didn’t know where to click.

  • The overall flow felt overwhelming and hard to navigate, leading users to get stuck or ask for help.

Previous Loan Application Flow

Problem 2: The Redundant 25+ Step Process

  • The platform required a 25-step onboarding process, creating a long and confusing experience.

  • Many steps were redundant, requiring users to enter the same information multiple times.

  • Users struggled to understand the process and often needed direct support to complete the application.

Solution

Streamlined the UI and application flow to 6 steps, enabling easy and independent completion.

Solution 1: 6 Clear Steps

Reduced and combined unnecessary steps while maintaining required information and compliance, simplifying the onboarding flow into clear, user-friendly interactions.

Solution 2: Improved UI

Introduced a single clear call to action button, and simplified the document upload experience, making the next steps easy to follow.

Moving Forward

Helping users navigate lending with confidence!

Reflection

This project taught me how important clarity is when designing complex financial tools. Redesigning both experiences pushed me to think carefully about information hierarchy, user guidance, and how to present financial data in a way that feels approachable. It reinforced for me that good product design isn’t just about adding features, but about making complex systems understandable and usable without assistance.