Revolutionizing Small Business Financing (MVP): A User-Centered Design Approach
A comprehensive case study on how we redesigned the platform, enhancing the user experience and connecting more small businesses with the financial resources they need to grow.
Company
NDA
Role
Lead Product Designer
Year
2023
Industry
Fintech
1. Introduction
Fintech startup is dedicated to connecting small businesses, particularly women-owned, with the resources they need to grow. As their Lead Product Designer, we were tasked with revamping their platform to make it more user-friendly and efficient.
2. Challenge
The main challenge was the complexity and inefficiency of its platform. Finding and applying for business grants was not intuitive, causing users to abandon the process. The goal was to simplify this process and make it more engaging, thereby increasing the number of successful grant applications.
3. Solution
We started by conducting a thorough UX audit of the existing platform, identifying pain points and areas for improvement. We then created wireframes and interactive prototypes, incorporating a more streamlined process for finding and applying for grants. We also revamped the UI, introducing a more modern and clean aesthetic. Throughout the process, we conducted user testing to ensure our design decisions met our users' needs. We facilitated a Brand Discovery Workshop and commenced a Brand Design phase. Complete Design System in Figma, designed a Landing Page, a Web App, and a Dashboard, all tailored to the needs of the users. The user research resulted in a final report that included user personas and an early adopter profile. These insights were instrumental in defining the product roadmap and MVP scope. In addition, we worked on the design for the upcoming Business Building Card. We focused on creating a seamless experience from application to card management. We designed an intuitive dashboard where users could easily convert their card balance to a fixed-rate loan, apply for a line of credit, and access business products and services.
Summary
The redesign resulted in a 35% increase in user engagement and a 20% increase in successful grant applications. User feedback was overwhelmingly positive, praising the platform's ease of use and efficiency. The new design not only improved the platform but also brought us one step closer to our mission of empowering small businesses. Results: - Comprehensive user research report with user personas and an early adopter profile - Defined product roadmap and MVP scope - Complete design system in Figma - Fully designed web app and dashboard - Satisfied client ready to launch their startup Learnings This project underscored the importance of user research in product development and the value of a comprehensive design system in creating a consistent and user-friendly interface. It was a rewarding experience to contribute to a product that addresses a significant market need. What's next? With the MVP and product roadmap in place, the startup is ready to launch its product. It plans to leverage the insights from the user research and design system to continue developing and improving its product. I look forward to seeing how this startup will grow and evolve.
