UI/UX Design
Project Brief
The project aimed to enhance the DEEM credit card and loan application experience by making it faster, more transparent, and user-friendly. The focus was on minimizing drop-offs, optimizing the eligibility check process, simplifying document uploads, and reinforcing security measures to build greater user trust.
Role and Responsibility
I led the end-to-end design process — from user research and stakeholder interviews to defining personas, journeys, and information architecture. Through wireframes, prototypes, and usability testing, I translated insights into intuitive, user-centered solutions. Additionally, I built a cohesive design system and conducted a UX audit to ensure scalability, consistency, and alignment with business goals.
Timeline
6 Months
Tools
- Figma
- Figjam
- Miro
Skills
- User Research
- User Experience Design
- Lo-Fi Wireframes
- Hi-Fi Wireframes
- Hi-Fi Designs
- Prototype
01 - Project Overview
The project centered around improving the DEEM credit card and
loan application experience, which had become lengthy and
confusing for users. The goal was to streamline the process,
making it faster, more transparent, and effortless to navigate.
Through a user-centered approach, we aimed to reduce
application drop-offs, simplify eligibility checks, and make
document uploads seamless. Security and trust were also key
priorities — ensuring users felt confident while sharing sensitive
financial information.
Over a span of six months and four
design sprints, our team transformed a complex financial journey
into an intuitive, reliable, and human-centered digital
experience.
02 - Scope and Timeline
Research
Explored user needs and pain points through research to uncover insights that shaped the project direction.
UX Design
Defined user flows and information architecture to create intuitive, goal-driven experiences.
UI Design
Crafted visually consistent and accessible interfaces that align with brand and usability standards.
Implementing
Collaborated on design handoff and ensured seamless execution from prototype to final product.
03 - Project goals
Simplicity
Deliver a clean and efficient interface that reduces friction and helps users complete tasks effortlessly — improving usability and retention.
Communicative
Design clear, consistent, and accessible experiences that communicate the product’s value across different devices, contexts, and audiences.
Interactive
Drive engagement and user satisfaction through purposeful animations, gamification, and responsive micro-interactions that bring the product to life.
Sketches
Wireframes
Designs