Neofin – product Design for FinTech Startup

About client

Neofin is an AI-powered software solution for alternative credit scoring, issuing, and verification, targeting small and medium banks and pay-day-loan companies in the US

Challenge

Neofin already had a fully working AI-powered software solution for alternative credit scoring, issuing, and verification, which clients successfully used.

But it had a few issues, which we were invited to fix:

• Neofin system’s interface was too complicated and counter-intuitive for end-users
• It didn’t t have any onboarding process or helpful materials
• It didn’t have a marketing website to boost sales.

Project goal

Help design a new product website with an intuitive onboarding process. Redesign the demo version of the product for new customers to increase conversion and adoption rates.

Process explained

1. Our team defined buyer and user personas and conducted research in the form of in-depth interviews and service safari with the competitors. We validated needs, points of trustability, and experience with existing providers.
2. Based on the findings, we designed new user flows and made a final UX and UI design of the website and customer flow.
3. As a part of the project, we made a refreshment of company branding according to its positioning.
4. We tested the design with UI assessment tools and user test sessions to assess the customer effort score of the onboarding process.
5. Development support

Methods we applied

• Customer research
• Current platform UX audit
• Service safari
• Iterative prototyping
• Co-design session facilitation
• UX tests