top of page
0e0c87aa-ccb8-4a8b-aac6-7b5fd4a84988.png

Bidlist 2.0 — Helping Users Choose With Confidence

UX Research & Design by Zoe Zamayeri

Redesigning a loan offer selection experience to make complex financial choices feel clear, guided, and trustworthy.

"All data, numbers, and personal details shown in the designs are fictional and for demonstration purposes only."

Team

Project Overview

Users were reaching the most important step of the loan journey, but felt uncertain about which offer to choose. My goal was to redesign the bidlist experience so that people could quickly understand, compare, and confidently select an offer that fit their needs.to help users make confident, informed choices and to unify the design across markets.

UX/UI Designer - Zoe Zamayeri

​

Product owner - Julia Kristersson

​

Timeline: Q2–Q4 2024

​

Teams involved: Product, Legal, Commercial (FI & SWE), Customer support

 

Markets: Sweden |  Finland

Scope

Discovery research - Workshops - Interaction design - UI design - Usability testing - Survey - Interviews

Where The Story Begins

Early feedback from users and customer support revealed repeating themes.

Users struggled to interpret the offers, compare them, and understand what would happen after clicking “Select bid”. The page was functional, but it didn’t truly guide decisions.

  • Hard to compare key numbers at a glance

  • Unclear which offer was “best” for the user’s situation

  • Limited transparency into details and next steps

Overview of original experience

Reasearch

To understand the problem deeply, I combined several research methods.

  • Workshops with 7 internal stakeholders

  • User interviews: 4 in Finland, 1 in Sweden

  • Hotjar survey: 285 responses

  • Hotjar recordings: behavior analysis across Omalaina & Advisa

  • Customer support interviews to understand recurring issues

  • Advisor interviews to uncover mismatches between advisor insights and user behavior

  • A/B/C tests on labels and messaging

  • Unmoderated prototype testing with 13 users (5 FI, 8 SE)

image.png

This combination helped reveal not just what users struggled with, but why, and pointed us toward design opportunities that improved clarity, transparency, and confidence.

Insights presentation

Once the research was synthesized, I brought all stakeholders together and walked them through the insights as a clear narrative. This wasn’t just a data dump. It was a story about how users were experiencing the product.

​

A pattern emerged: no single issue was “the big problem.” Instead, many small points of confusion were stacking into a feeling of mistrust and hesitation.


The bidlist wasn’t helping users make a choice, it was making them work for it.

​

This shifted our direction toward reducing cognitive load, improving clarity, and supporting confident decisions at the moment they mattered most.

image.png

Understanding The Problem

Because the company operates under multiple brands across different markets, the self-service flow has evolved differently in each one. This created inconsistencies in the experience — not only visually, but also in how users could navigate and interact with the loan process.

​

Different markets also follow different legal and credit-check requirements, which shape how the flow behaves. For example, users in some markets can move freely between offers and revisit the list, while users in others can only proceed forward once a loan offer is selected.

​

These differences created a fragmented experience that didn’t feel unified or predictable for users.

Our goal was to create a more consistent, guided, and supportive experience across markets while addressing the user problems we had seen repeatedly through analytics, user feedback, customer support insights, and conversion data.

Both analytics and user research highlighted key friction points that we needed to solve.

Our Goal

Create a unified, transparent, and confident decision experience for our customers looking to compare and refinance loans. Simple but very hard when it comes to compliance and how we where goint to do this the right way.

Designing The New Bidlist

476f611101f83f94aebee480aa66e65a.png

New Bid Card

To reduce inconsistencies across markets and simplify comparison, I redesigned the bid cards with a unified structure and clearer visual hierarchy.

Key information loan amount, APR, and monthly cost, is now surfaced immediately, with a cleaner layout that’s easier to scan. This helps users quickly understand their options while keeping the experience consistent across all markets.

Enhanced Sorting

I redesigned the sorting options to create a clearer and more intuitive comparison experience. The new sorting logic is easier to understand, and the visual feedback makes it simple for users to switch between what matters most to them: monthly cost, interest rate, or loan amount.

1ed871f4733a1f966311b78cb34e4adc.png

Update Information CTA

Many users needed to correct their details or adjust their loan amount once they saw their offers. I added a clear “Update Information” CTA that lets users make changes mid-flow, reducing errors and unnecessary drop-offs.

Key Learnings

image.png

Outcome / Reflection

Bidlist 2.0 didn’t reinvent the entire experience. It refined it with intention.
Every design change focused on helping users feel informed, supported, and confident at a critical moment in their financial journey.

The new experience delivered:

  • A clearer hierarchy that guides the eye naturally

  • Sorting options that reflect real decision-making behavior

  • Greater transparency around costs and conditions

  • A smoother way for users to adjust their information when their needs change

  • A modular structure designed for continuous learning and A/B testing

​

​

What made the project successful was not a dramatic redesign, but evidence-based, user-centered iteration, the kind that fits seamlessly into a complex product ecosystem.

Learnings

One of the biggest takeaways from this project was how much impact small, evidence-driven iterations can have in a highly regulated domain. Working closely with legal, commercial, and support teams showed me how interconnected financial UX really is.

​

I also learned the importance of choosing the right research methods. Some questions can be answered with data, but others require sitting down with users and hearing their stories.

​

Most of all, this project reminded me why I’m passionate about UX, transforming complexity into clarity, so people can make important decisions with confidence.

Psst... This design is live today on most brands connected to Sambla Group

bottom of page