Revolutionizing Business Finance with Fundid: A Case Study
Fundid
Role
Lead Product Designer
Project Timeline
2022
Industry
FinTech (B2C)
Team
PMs, Engineers, Brand Designers
Tools
Figma
offline
Fundid is a fintech company dedicated to empowering small and medium-sized businesses by simplifying access to financial resources.
The platform offers a suite of tools designed to streamline financial management, including credit cards, invoice management, and digital financial processes, all aimed at enhancing operational efficiency. A standout feature is the Business Building Card, which enables businesses to purchase inventory seamlessly. By providing these comprehensive solutions, Fundid addresses common financial challenges faced by businesses, facilitating growth and stability in a competitive market.
The Problem:
Business owners struggled to access financial tools and capital due to outdated processes, complex applications, and a lack of transparency in funding options.
Why was this a problem?
Traditional financial products had high entry barriers.
Users found application processes confusing and overwhelming.
Lack of intuitive UI led to frustration and drop-offs.
Key Research Insight
User testing revealed that 60% of potential applicants abandoned the process due to unclear eligibility criteria and excessive form fields.
The Solution
To address these challenges, we redesigned the onboarding flow for Guesty Lite and Pro, introducing a step-by-step experience that focused on simplicity, clarity, and ease of use.
Research & Discovery
Conducted user interviews with business owners to understand pain points.
Analyzed drop-off rates in funding applications using heatmaps.
Benchmarked against competitors like Brex and Ramp to identify UX gaps.
UX Strategy & Ideation
Developed low-fidelity wireframes to streamline the user journey.
Introduced progress indicators to guide users through applications.
Implemented a mobile-first approach, ensuring accessibility across devices.
Designed an intuitive dashboard for managing credit and invoices.
Execution & Implementation
Created a scalable design system based on Material Design.
Conducted A/B testing on landing page CTA placement.
Collaborated closely with developers for a smooth design-to-development handoff.
The Impact (Results & Success Metrics)
Simplifying the application process and adding a clear eligibility guide helped users navigate financial products more confidently.
Application Completion Rate
Before:
40€
After:
78%
Improvement:
+95%
Time to Apply
Before:
23%
After:
38%
Improvement:
+65%
User Satisfaction Score
Before:
62
After:
85
Improvement:
+37%
Business Impact
The streamlined user experience increased loan and credit card applications by 120%, leading to higher engagement and funding approvals.
Lessons Learned & Takeaways
What did I learn?
Small UX changes have a huge impact—progress indicators and clear eligibility details significantly reduced drop-offs.
A mobile-first approach is key for business owners who apply on the go.
Collaboration with developers early on ensures smoother implementation of design systems.
What would I do differently?
More Iterative Testing with Real Users – While we conducted A/B testing and heatmap analysis, additional usability tests before development would have helped refine the application flow further, reducing friction points even more.
Optimize for Accessibility from Day One – While the design adhered to accessibility standards, a deeper focus on WCAG guidelines from the wireframing stage could have ensured an even more inclusive experience for all users.
Expand Personalization Features – Many small business owners have different financial needs. Implementing a more dynamic onboarding process, with tailored recommendations based on user profiles, could have enhanced engagement even further.
Key Takeaway for Future Projects
This project reinforced that transparency and simplicity are the foundation of a great user experience in fintech. Users need clear, step-by-step guidance when navigating complex financial products, and even small UX improvements—like better progress tracking and reducing cognitive load—can have a massive impact on conversion rates.
Additionally, this case study highlighted the importance of scalability in design systems. By adopting Material Design principles early on, we ensured that Fundid’s UI was not only visually cohesive but also flexible enough to support future growth and new financial products.
Summary
Fundid’s transformation was driven by a clear goal: making financial tools more accessible and intuitive for small business owners. Through user research, we identified key friction points in the funding application process—complex forms, lack of guidance, and an overwhelming interface. By addressing these challenges with a mobile-first approach, simplified user journeys, and a scalable design system, we drastically improved the experience.
The new MVP web application and rebranded digital experience empowered business owners to apply for credit, manage invoices, and access funding with ease. Key design decisions, such as progress indicators, a clear eligibility guide, and an intuitive dashboard, led to a 95% increase in application completion rates and a 53% reduction in application time. These improvements not only enhanced user satisfaction but also translated into higher engagement and funding approvals, directly impacting Fundid’s growth.
The success of this project reinforced the power of data-driven design and cross-functional collaboration. By integrating user insights, iterating on pain points, and aligning design with business goals, we created a financial platform that truly empowers entrepreneurs. Fundid’s case study serves as a testament to how great UX can transform complex financial services into seamless, user-friendly experiences—proving that accessibility and simplicity are the cornerstones of successful fintech innovation.
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