LOAN APPLICATION PROCESS
Streamlining the Full Loan Application Journey for Non-Bank Customer
A UX and UI redesign project for the loan application flow accessed from the bank’s marketing website, tailored for non-bank customers. The process included redefining the landing page with the business goal of enabling a fast, streamlined digital loan request of up to 50,000 NIS, approved instantly in just a few simple steps
Key challenges:
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Designing a new, efficient entry flow that connects to an existing process – creating a smooth, rapid transition into the mandatory account-opening flow (including identification) required to receive loan funds, while making minimal changes to the existing process and preserving a cohesive, unified experience.
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Refreshing the visual language while adhering to the DSM – balancing the need for a fresh, updated look with the constraints of a tightly defined design system, where innovation must coexist with strict consistency rules.
Current State
An outdated landing page leading into a loan calculation and application flow, followed by an existing account-opening process, lacking alignment with the evolving design system and visual continuity across the entire journey
Early UX Flow
In the initial UX phase, the focus was on giving users clear value while allowing them to explore the benefits of taking the loan. The flow combined a friendly, supportive tone with the option to navigate independently, using concise copy, tailored headlines, and a clear contact path for assistance. Short, transparent step descriptions replaced cluttered legal text, creating a smooth, approachable journey from calculation to application.
Pushing Creative Boundaries
Balancing the constraints of a tightly defined DSM with the need for visual innovation required a strategic approach. I chose to work within existing templates and components, introducing novelty through illustration. Using GPT, I developed a new illustrative language inspired by the DSM’s existing 2D illustrations and precise color palette. Following an in-depth visual exploration, I evolved these flat illustrations into 3D, breathing life and depth into the imagery. The process involved feeding numerous existing bank illustrations into the system and, step by step, refining a new language, defining color usage, direction, shading styles, volume, and even the age and status of characters. Once the language was established, the AI could generate high-quality illustration drafts in minutes, significantly saving time and resources. Recognizing that applying for a loan is rarely an exciting task, my goal was to make the journey as pleasant, smooth, and visually engaging as possible.
Evolving The Visual Language
New Landing Page
Designing the flow meant guiding the customer through the shortest possible journey, from the moment they decide to take a loan to the instant they receive approval, while working within technological, regulatory, and business constraints. Every step was streamlined to minimize friction, maintain compliance, and ensure a smooth, consistent experience without compromising on clarity or trust. A key part of the experience was crafting engaging microcopy aligned with each stage of the process. In this case, the customer’s chosen loan purpose influenced not only the customized illustrations but also context-specific copy tailored to their goal, creating a cohesive, personalized journey