easyCredit · Fintech · Web app

Removing friction from a high-stakes credit funnel

A carousel was hiding the journey users had already committed to. The fix was not a restyle — it was making the full path honest and visible, without adding or removing a single required step.

ShippedSenior Product Designer — owned the audit, exploration, n=6 usability test, and shipped design.

Role: Product Designer
Client: easyCredit
Domain: Fintech · CRO
Type: Shipped

easyCredit case cover — reducing abandonment in a high-stakes credit funnel, without increasing perceived effort — 01Cover

The problem — a carousel at the front door hid the journey users had committed to; two walls users weren't warned of, income/pay-slip upload at Step 1 and IDnow verification at Step 4 — 02The problem

The reframe — not a styling problem, a pacing problem: remove the friction that can be removed, disclose the friction that can't progressively — 03The reframe

Evidence — two friction points from the carousel entry point, tracked at the pay-slip upload step and the IDnow legitimation hand-off — 04Evidence

Three directions explored — enhanced carousel and full-screen stepper discarded, vertical disclosure cards shipped — 05Options explored

The solution — vertical disclosure cards on an existing design-system component, reusing the IBAN income pull to remove Step 1 friction — 06The solution

The trade-off — real friction removed by reuse at Step 1, inherent KYC friction at Step 4 paced through progressive disclosure instead of shown up front — 07The trade-off

Outcome — the disclosure-card flow shipped with no before/after conversion figure yet; the stage-completion experiment proposed next — 08Outcome

Next case study — 02

Smart Repayment Guard

All work