Auto Loan Application Redesign
Improving Loan Completion Through Clearer Member Guidance
Team Specifics
Role: Lead UX Designer & Project Lead
Duration: 6 months
Team: 2 Product Managers, Content, Compliance, Legal
Tools: Figma, UserTesting
Categories: UX Strategy & Experience Optimization, Cross‑Functional Collaboration, Conversion & Funnel Optimization, Content Design & Information Architecture, Responsive Design
Context
Members were abandoning the loan application process at critical decision points—right when they needed to understand their loan options, rates, and qualifications. Analytics showed significant dropout spikes during the product selection and information-gathering phases, creating risk for both member retention and loan growth.
As part of a broader effort to strengthen trust and clarity in financial experiences, I partnered across business, legal, compliance, content, and development teams to streamline the application journey.
Problem
Members applying for loans struggled to find and understand critical information during the application process:
Loan type differences and which product best fit their needs
Rate calculations and qualification requirements
Required documentation and next steps
Timeline from application to approval
The existing experience presented all information at once, creating cognitive overload. With 67% of members accessing the application on mobile devices, the dense content structure and poor visual hierarchy made decision-making even more difficult, directly contributing to mid-journey dropouts.
Original design presented too much information at once, creating cognitive overload and unclear next steps.
Solution
I led a multi‑channel, cross‑functional initiative to simplify the experience and strengthen member confidence.
Established weekly syncs across business, legal, compliance, content, and development to ensure alignment and transparency.
Designed multiple testing paths to validate messaging and layout before launch.
Explored new entry points for members to access current and future marketing materials.
Reorganized the page for responsive mobile and desktop use, improving clarity, hierarchy, and overall usability.
Optimized touchpoints and messaging to create a more intuitive, secure, and supportive loan journey.
Redesigned experience with progressive disclosure, clear hierarchy, and mobile-optimized layout.
Results
Impact:
19% decrease in application dropouts at the product selection step
10% projected lift in new loan applications
Improved mobile completion rates and reduced friction
Business Impact:
Delivered a clearer, more trustworthy member experience
Created reusable patterns for other lending products
Provided data-driven insights to inform future product decisions