I analysed the credit applications to understand why they were not being completed, and drove the redesign that transformed that process — adding direct value to the credit origination platform.
View the presentationThe starting point
01 · Overview
A Latin American fintech wanted to open access to fair financing for small and medium businesses — but the flows they had were full of jargon, hidden costs, and forms that felt like obstacles.
I joined the rebuild of an internal-client app meant to give users clarity, structure, and a better understanding of the loan offer and origination process.
02 · Challenge
People kept asking for a simulator because they had to run the numbers over and over to clear up doubts in the loan offer and origination process. That made the final decision feel complex and heavy.
That is what the interviews kept surfacing — "I don't know at what point in the process to flag if it's right for a type of product, because calculating the variables makes my decision harder." The complaint sounded like math, but it was really about not trusting the number in front of them.
The request that came in was "build us a simulator". I decided not to take it as the problem statement. Across fifteen interviews the same thing kept surfacing: people were not missing a calculator, they could not tell which variable to move to fit the loan to their needs.
So I reframed the brief from "show the math" to "show the consequence of each adjustment" — and that reframe is what set the architecture of every screen that followed.
03 · Process
It all started with conversations — fifteen interviews with current and prospective small-business owners, using the 5 Whys technique to get past the surface complaint and understand the real motivations.
What the comparison showed. 15 interviewees actively looking for credit walked the same five steps twice: once on the bank's live landing page, once on a simulator prototype with a dummy amortisation rate. On the landing, the drop happened at step 02–03: the information did not read as trustworthy, only as an approximation. Concrete figures — payment capacity, instalments, rate — gave certainty in a way that an estimate never did. The rate being dummy data did not matter: what changed was having a number tied to their situation instead of a range.
"On the page it's an approximate that doesn't feel real to me. I don't know if that's my payment or an example."
Interviewee 04 · landing page
"Here I can see what I'd be paying and how much room I have. That's what tells me whether I can take it."
Interviewee 09 · simulator prototype
I decided the flow had to break into four phases — simulate, compare, request, confirm — because the interviews showed drop-off clustered wherever a screen asked for a decision and a data entry at the same time.
The rule I set: one screen, one decision. Anything that could not be reduced to a single question was split, even when that meant adding a step to the flow.
15 small-business owners and 10+ insights mapped onto a single affinity board.
I rebuilt the flow into four clear phases: simulate, compare, request, and confirm. Each one with a single primary action.
4 low-fi screens and many rounds of usability testing with real users.
Component library connected to design tokens for the developer hand-off.
Reviews with engineering and QA rounds before going to production.
04 · Solution
Instead of forms, conversations. Instead of dense tables, summaries that are easy to scan. Each step has one job — and tells you exactly what comes next.
Approval will not be possible: the payment exceeds the client's maximum capacity.
Amounts in multiples of $500
Amounts in multiples of $500
The second instalment nearly touches your $10,000 ceiling. Raise the term to 14 months to bring it down.
The prospect's risk level caps the maximum amount at $200,000.
Valid range: $30,000 — $200,000
Simulated conditions are not saved until confirmed.
Swipe to see the five screens
Each number answers the user's need to know which banking factors to adjust — to set a more realistic amount with a lower long-term debt ratio.
By keeping the loan data pinned at the top, the decision to use the component to simulate better conditions feels reassuring and clear.
Interactions, keywords, and scannable features were written in language close to the user — which builds more trust in the process and the next steps.
What we deferred
What users asked for was to see the simulator before being offered a credit. But because of the data drop-off, we first needed bureau data, monthly sales and business details — the minimum required to show a figure that means anything.
The hardest disagreements were not about design — they were about implementation, with the enabling teams: Cloud, Database and Offer Service, the service that adjusts amortization rates from the risk and bureau evaluation.
Their position was fair: a simulator that renders without the factory offer data can show adjusted amounts that are inconsistent, or simply hang when the service does not answer. I did not push the simulator through as a pure front-end feature.
What I decided instead: no state of the simulator would ship without a defined behaviour for missing or late data. That turned an argument into a shared contract — loading, timeout, out-of-range and capacity-exceeded became designed states, and the release stopped depending on the service always being up.
05 · Outcome
Let's chat. I'm always open to understanding a project better, no matter how challenging or complex it seems.