EZMY Loans





I have redesigned for a company that offers rapid and agile loans to people across India. By providing reliable lending solutions, this company has transformed the loan landscape, ensuring individuals receive the loans they truly deserve. Backed by a team of corporate specialists, financial advisors, experts, and marketing analysts, they have a presence throughout India and a global network of trusted associates. They have redefined traditional credit rating systems by incorporating innovative financial techniques and emphasizing flexibility, clarity, and agility in their approach.



Role



Lead UI/UX Designer



Brief



I did ideation, planning, and design.



Timeline



From April 2024 - July 2024



Background & Problem





When tasked with redesigning the website for this innovative lending solutions company, I quickly identified several critical issues. The existing site was essentially a basic WordPress template, with no UX planning, resulting in a lack of direction and usability. Users struggled to navigate the site, find information, and access services.

This disjointed experience undermined the company’s mission to provide agile and reliable loans, creating a disconnect between their innovative financial solutions and the digital presence meant to represent them. The challenge was to transform this outdated and inefficient website into a seamless, user-friendly platform that truly reflects the company's forward-thinking approach.



Solution





Initial Thoughts


When I started working on this project, I researched their competitors and several finance websites. I noticed their hero section was too technical, making it hard for anyone without a background in international import-export loans or MSME loans to understand. This problem was consistent across the entire website. They needed clearer UX writing and a more minimal, user-friendly design to make their offerings accessible to everyone.



Strong Thoughts





Simple



Since the website is for a finance brand, simplicity and minimalism were essential.

I was focused on creating a clean, user-friendly UI, avoiding complex choices to ensure accessibility and ease of use for all visitors.



UX Writing



As I mentioned earlier, their core issue was a lack of well-written content. They definitely needed UX writing to enhance the user experience and communicate their offerings more effectively.

Clear and engaging content is essential to guide users through financial concepts, ensuring they feel confident and informed.



Navigation



As a loan-related website, they had numerous navigation issues with many tabs in the header and a lot of sub-tabs with 12-13 options. My task was to reduce the complexities in navigation, making it more user-friendly and intuitive.

Simplifying the navigation structure would help users find the information they need more easily, improving their overall experience on the site.



Design





Sketching outflows and wire-framing





With numerous flows mapped out, I began sketching and designing screens as grayscale wireframes in Figma.





some of my many sketches.



Hero Section​





Before



After



Loan Preview Page





Before



After



Hi-fidelity Screens & Prototype





I revisited my grayscale wireframes, bringing them to life with color and photos. I created a version ready for prototyping and testing to gather feedback.





Value Proposition Testing





I outlined my objectives before testing the usability and flow of the prototype:

  • Do users find value in the app and its features?
  • What confusion do users encounter?
  • What can be improved?

I tested the prototype with family and friends, guiding them through it and asking questions to understand their thought processes.



Screens!





The hard work paid off after many implementations and iterations, resulting in meticulously crafted app screens that showcase a seamless and engaging user experience.





Thanks for sticking with me till the end! Your dedication deserves a high-five ✋