Project Overview

• Role: Lead UX/UI & Product Designer
• Services: UX/UI Audit, CX Research, Loan Application Workflows, UI Design
• Industry: Fintech / B2B Finance / SME Lending
• Tools: Figma, Miro, Usability Testing

1. Context & The Challenge

RedCapital is a fintech crowdfunding and lending platform focused on providing alternative financing solutions for Small and Medium Enterprises (SMEs) across Latin America.

The Problem:

The legacy onboarding and loan application processes were lengthy and required manual document verification. SME business owners facing tight cash flow constraints experienced friction and high drop-off rates when applying for credit or factoring services.

Key Pain Points Identified:

• Complex Onboarding: Redundant data entry fields and unclear documentation requirements created high abandonment rates.
• Lack of Process Transparency: Applicants lacked visibility into the real-time status of their credit evaluation or approval progress.
• Density of Financial Information: Risk metrics, interest rates, and repayment terms were presented in dense layouts, increasing user confusion.

2. My Approach & Process

I led the UX/UI redesign of the SME borrower portal to streamline credit access, improve conversion rates, and build trust throughout the financial journey.

Phase 1: CX Mapping & Friction Point Analysis

• Analyzed user funnels and drop-off metrics across the initial onboarding and loan request flows.
• Conducted interviews with SME owners to identify cognitive friction points during financial document uploads.

Phase 2: Workflow Simplification & Wireframing

• Restructured the multi-step application form into progressive disclosure steps, reducing initial form fields.
• Introduced dynamic document validation feedback so users could immediately fix incorrect file uploads.

Phase 3: Visual Redesign & Trust-Building UI

• Designed a clean, transparent financial dashboard in Figma that highlighted active loans, payment schedules, and available credit lines.
• Applied WCAG accessibility standards to ensure financial data tables and status indicators were high-contrast and easy to scan.

3. Key Solutions Implemented

• Progressive Onboarding Flow: A step-by-step credit application that guides users through document submission without overwhelming them.
• Real-Time Status Tracker: An intuitive timeline showing borrowers exactly where their application sits in the risk evaluation pipeline.
• Unified Financial Dashboard: A centralized portal for SMEs to manage active factoring requests, view credit limits, and download payment schedules.

4. Impact & Results

• Reduced Funnel Friction: Streamlined application steps significantly decreased drop-off rates during document submission.
• Faster Application Times: Onboarding completion times for new SME applicants were reduced substantially.
• Improved User Trust: Clear status tracking reduced support inquiries regarding application status updates.