Loan experience
Guiding users to choose with confidence
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 experience so that users 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.
Company
Sambla Group
Service
Self service flow on all brands
Duration
2,5 month
Year
2024
Role
UX Researcher & UX/UI Designer
"All pictures are from the live website today, and all data, numbers, and personal details shown in the case study are fictional and for demonstration purposes only due to confidentiality."
Process & Scope
Discovery research - Workshops - Interaction design - UI design - Usability testing - Survey - Interviews
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.
🗣️Feedback
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Hard to compare key numbers at a glance
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Unclear which offer was “best” for the user’s situation
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Limited transparency into details and next steps
Research
To understand the problem deeply, I combined several research methods.
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Workshops
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User interviews
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Hotjar survey
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Hotjar recordings
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Customer support interviews to understand recurring issues
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Advisor interviews to uncover mismatches between advisor insights and user behavior
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A/B/C tests on labels and messaging
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Unmoderated prototype testing
"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 loan experience 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.
Problem
Because the company operates under multiple brands across different markets, the loan experience 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 was to 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 were going to do this the right way."
New Bidlist design
Wire frames lo fi testing , hi fi prototype testing finslip, handover, lokalise keys
Bid cards
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.
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.
Update information
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.
Loan offer experience 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.
New experience impact
The redesigned experience delivered measurable value for both users and the business:
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Clearer hierarchy & navigation – guides users naturally, reducing confusion and support requests.
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Decision-driven sorting options – reflect real user behavior, improving task efficiency and satisfaction.
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Greater transparency around costs & conditions – builds trust and reduces errors or missed payments.
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Flexible information adjustments – let users update details smoothly as their needs change.
Impact:
By focusing on evidence-based, user-centered iteration, the project improved the customer experience while supporting business goals like lower operational costs, higher digital engagement, and clearer communication across touchpoints.
Psst... This design is live today on most brands connected to Sambla Group