Protium Finance - Personal Loan

Protium Finance is a leading financial services provider offering secured and unsecured loans to Micro, Small, and Medium Enterprises (MSMEs) across India. Their mission is to empower small businesses with the capital and flexibility needed to scale up, pivot, and flourish. With a client-centric approach, we cater to the diverse financial needs of MSMEs, enabling them to thrive and unlock their full potential.

Protium Finance sought my expertise to craft a seamless Personal Loan flow for individual users, marking a new venture into offering personal loans. The challenge was to design the entire flow from scratch, ensuring a user-friendly experience that simplifies the loan application process. My goal was to create an intuitive and trustworthy platform that empowers users to access financial assistance with ease, reinforcing Protium Finance's commitment to serving the diverse needs of individuals seeking personal loans.

To develop an effective solution, I conducted a thorough discovery workshop at Protium Finance's office. This collaborative session involved meeting with all stakeholders to gain a comprehensive understanding of their requirements and objectives. By fostering open communication and gathering valuable insights, we co-created a user-centric Personal Loan flow that catered to the specific needs of individual users. The workshop laid the groundwork for a well-informed and tailored solution, aligning with Protium Finance's mission to offer accessible and hassle-free financial assistance.

I followed the Double Diamond approach to ensure a robust and user-centric process. In the Discover phase, I conducted user research, stakeholder meetings, and a discovery workshop to understand requirements. Then, in the Define phase, we synthesized insights and defined the Personal Loan flow's key features. In the Develop phase, we created wireframes, conducted usability testing, and iteratively refined the design. Lastly, in the Deliver phase, we implemented the final design, delivering a seamless and intuitive Personal Loan flow for Protium Finance's end users.

I conducted supervised user research with our target users, gathering valuable insights into their preferences, pain points, and needs. This data was instrumental in creating accurate user personas, ensuring our design decisions were user-centric.

In the user research phase, I collected diverse data from interviews, surveys, and observations. To synthesize this information effectively, I utilized affinity mapping. By grouping related insights into categories, patterns emerged, revealing key user pain points, goals, and preferences. This method facilitated a holistic understanding of users' perspectives, helping prioritize their needs and inform the design of a user-centric Personal Loan flow for Protium Finance.

In the Information Architecture section, I organized the Personal Loan flow into a clear and intuitive structure. By defining navigation paths, categorizing loan options, and ensuring consistent labeling, users can effortlessly navigate the platform. The streamlined architecture enhances user experience, simplifies loan application, and fosters trust in Protium Finance's offerings. Below is the high level information architecture for better understanding.

The Wireframes section translates the Personal Loan flow into interactive low-fidelity prototypes. These wireframes provide a visual representation of the app's layout and functionality, allowing for iterative testing and refinement. The wireframes ensure a seamless and user-friendly experience for loan applicants, aligning with Protium Finance's commitment to accessibility and efficiency.

In the Final UI Screens section, I transformed wireframes into polished and visually appealing designs, adhering to Protium Finance's brand guidelines for color, typography, and language. The UI reflects a cohesive brand identity, evoking trust and reliability. The intuitive interface and seamless interactions ensure a delightful user experience, reinforcing Protium Finance's commitment to providing accessible and user-centric financial solutions. Below are the key screens of the flow.

After the successful launch, Protium Finance witnessed a remarkable surge in inquiries for personal loans, indicating the strong appeal of the new Personal Loan flow. The platform's user-friendly design and transparent loan terms resonated with users, resulting in an impressive 80% disbursement rate for loan applications. The project's success not only boosted customer satisfaction but also positioned Protium Finance as a leading financial service provider, solidifying its commitment to empowering individuals with seamless and accessible loan options.