Onefin AB offers specialized SaaS for corporate real estate finance. I designed user-centric solutions, fostering satisfaction and driving innovation through cross-functional collaboration.
My role
User research, prototyping, UI design.
Built and maintained a design system.
Improved designs and collaborated on user-centric solutions for customer satisfaction and business alignment.
Results
Improved conversion rate
Fostered innovative thinking
Significantly improved product development
Enhanced business outcomes
Initiating a User-First Transformation: Crafting an Enhanced User Experience
Onefin AB is a company that simplifies processes and work related to corporate real estate financing. They have created a platform to streamline financial operations. The company was started with the aim of simplifying tasks for individuals in the industry, but the platform is complex, contains many data tables and is unintuitive for users, resulting in a steep learning curve for users.
Problem: Long, boring, untuintive, complex, anti-user-friendly lists, tools & features
After having reviewed the product together with stakeholders and gathered insight from users and identifying pain-points, we believed that simplifying and streamlining all commonly used pages and features was key to keep customers happy and attract new users. On average, the users where working with the platform for 4 hours a day, everyday. And they valued simplicity and efficiency. So it basically needed to just work and be effective.
Hypothesis
How can we enhance the platform to boost user intuitiveness and satisfaction rates by optimizing user flows and the overall experience, ultimately increasing sales and profits?
Previous version
My role was to simplify the user experience as much as possible by reviewing all features in the product and creating new improved solutions for them. My contributions resulted in a significant improvement and made more customers satisfied with the service which in turn increased in sales and profit.
Concept
After creating a series of sketches and wireframes based on insights and data, prototypes were developed, tested, and validated to ensure I was designing the right solution.
We aimed to address every issue within the complex platform, but realistically, it was a big challenge, and we had to focus on achieving 80% of improvement initially. Consistent review, reflection, and revision of ideas kept me confident in identifying the true priorities for the project and were key to targeting our goals one by one.
In a nutshell, the concept and idea were to:
Simplify user flows, keeping them concise and straightforward.
Reduce overall complexity.
Delete or hide extraneous information
Implement a user-friendly, minimalistic, and visually appealing design
Starting with the most contentious part: Loan form
This page is used for customer registration of new loans and other important transactions.
Previously, it was complex and frequently misunderstood and made it evident that a change was necessary. users were required to manually input information into every input field for each new loan application, a process often involving a significant number of fields, resulting in a time-consuming experience.
In this updated version, the process has been streamlined significantly. Now, users encounter a concise, automated form that simplifies the procedure. Users are only required to select a few default settings based on the type of loan they are applying for. After undergoing additional qualitative testing, the insights were used to inform improvements, and the page was refined before being shipped to active users.
Streamlining customer registration: A Redesigned, User-Friendly Solution
The first screen displays the previous version of a critical page used for customer registration of new loans and other significant transactions. The complex and frequently misunderstood form made it evident that a change was necessary. Consequently, a new, more intuitive, straightforward, and simplified version was developed to minimize friction for both existing and new customers.
Previously, users were required to manually input information into every input field for each new loan application, a process often involving a significant number of fields, resulting in a time-consuming experience. In the updated version, the process has been
A dozen of UI screens out of many.
Results & Learnings
The UX case study yielded significant results, including improved conversion rates, stimulated innovative thinking within the team, and a substantial enhancement of overall product development. The user-first transformation led to increased customer satisfaction, boosting sales and profits. Identification of usability challenges and iterative refinement based on user insights reinforced the importance of a continuous, data-driven approach in achieving successful UX outcomes.
Key learnings from the UX case study include the importance of a user-centric approach in driving tangible business outcomes, the positive impact of fostering innovative thinking within the team, and the transformative potential of addressing identified usability challenges. The iterative refinement of concepts, guided by continuous review and reflection, underscores the significance of an adaptable and data-driven design process in achieving effective and user-friendly solutions.