Credit Suite
​As a growing fintech company, Credit Suite is looking to make its products customer centric. Our Product team is implementing a 'Jobs To Be Done' approach  to minimize friction and provide the best experience for each client. 
Overview
My Role
At Credit Suite we help entrepreneurs improve their business fundability, build business credit, and get business loans and credit lines. CS has been operating helping businesses since 2011, but their existing product was based on educating their clients. With the number of financing options and user types, it is getting difficult for our clients to find the best solution for them. They are looking to develop a web application that can solve this problem.  

As a Product designer I implemented the 'Job To Be Done' approach  to design for the jobs the user are trying to accomplish while they are using the Business Credit Builder.
Product Designer, User Researcher, UI/UX Designer, Project Manager
​Research Synthesis (Primary Research, Heuristic
Analysis, Use Cases, User Interviews);

Ideating (Task Analysis, Function Analysis);

Prototyping (Wireframes);

Usability Testing (User Testing);
Fundability Landing Page
What's Business Credit Builder?
BCB is the core product offered by CS which the majority of our clients interact with. It is a web application that educates them about different financing options as well as helps them maintain their documents and a good credit standing that provides credibility to lenders and underwriters.  ​
The primary jobs users want to accomplish were:
  • Receive business credit or loan. 
  • ​Maintain a good credit standing.
  • Find the best financing options for their needs now or in the future.
Research
Even before I could start working on the project I needed to understand the business model at Credit Suite, their client base, user types, financing, credit lines, underwriter decision making, and the functioning of the advising team. Only after understanding all these moving parts could I actually start working on the project. 
To have a better understanding I started with:
  • Interviewing advisors
  • Interviewing clients
  • listening to client-advisor conversations
  • Creating buyer personas 
  • Identifying competition 
  • Observing user behavior
User Persona
Key Insights:
  • Most users fill out form without paying attention to the details. 
  • Providing more information than what immediately concerns the user can confuse them. 
  • Most user would like to be quickly done with the process than going through the details.
  • Clients are more likely to call the advisors than using all the resources at their disposal. 
  • A majority of the user base is not tech savvy.
Mind Map
Key Challenges
  • Designing a catered experience.
  • Designing an intuitive experience for technologically challenged user group.
  • Breaking down the existing step-by-step model.
  • Having a no-scroll design.​
Solution/ Key Features
The strategy stage sets the tone of your communication, and provides a rallying point for your team in terms of brand values and business direction. The strategy consisted of specific objectives that marked different points of the brand. 
  • Fundability Pie
  • Categorized Business Funding Section
  • Funding Match options
  • Intuitive Credit Line Monitoring Dashboard
Design
The entire team including the COO, Marketing Head, Advising Head, the Product Head, and I got together to narrow down the different phases, parts, and the features of the new product. Over the course of weeks the product team would pitch new ideas and designs over the team and would collect feedback till a solution was reached that solved customer problems while achieving business goals. 

​After we defined the core functionalities that we needed to include in our solution, we designed a low-fidelity prototype that helped us conduct usability testing. This allowed us to gather some crucial feedback to help us decide what to include in the final experience before jumping into the next iteration of our design.
Information Architecture (Sitemap) (Non-disclosure aspects hidden)
  • Fundability Pie: The Fundability is a termed coined by CS. It refers to the likelihood of a business getting approved for business loans or credit lines. The Fundability Pie is a dashboard that helps users access their Fundability Factors, keep working towards improving them, and track the status for it. 
Foundation: Business Address Section
  • Business Funding: Among the various funding options there can be only a few that can match the needs of a business. The Funding feature can help the user navigate through multiple trade line options, find the options that suites the best, and keep updated the new available options. 
    This feature was designed to remove the confusion from the existing system, provide a catered experience, and develop a scalable product that can integrate brokerage business model in the future.  
Tradeline Monitoring Dashboard
Business Fundability Pie
  • No Scroll Design: Upon observing the user behavior we realized that most information below the fold is lost and users usually miss it. So we implemented a no scroll design. This design helps users find the information that is most important to them. They can focus on one piece at a time. It also enhances the catered experience as we can present the next element based on the previous input. 
Business Funding: Trade Vendor Credit
  • Tradeline Monitoring: Every business needs to monitor the status of reporting tradelines. The new Tradeline Monitoring feature helps the user to maintain an active status for their tradelines, verify reporting status, troubleshoot non-reporting tradelines.
    ​This feature unburdens the advising team from supporting the clients for verification and allows them to provide quicker customer service by maintaining the reporting log. 
Funding Manager iFrame wizard:
The frame in frame feature of BCB allows user to maintain an active status for their tradelines, verify reporting status, troubleshoot non-reporting tradelines. 
Funding Match:
Funding Match shows the available funding options
Funding Match Experimenter shows the funding options that would open up after the user completes certain aspects of the product 
Latest Updates: Query Mitigation
During the user testing we discovered that the users need more guidance through the process. The new FAQ feature (bottom right) was added to the product. 
The user gets choose from the list of FAQs for the information they are looking for. 
If they do not find the related article, then the user can click on the 'Looking for something else' button to open the chat widget and talk to an advisor. 
Clicking on the FAQ link takes the user to the article where they can find the info they are looking for. 
Clicking the back button will take the user to the previous page where they navigated from. 
The chat launches seamlessly if the user needs to chat with someone from the advising team.
Further Exploration: 
We are testing new navigation designs after receiving some feedback from the users. 
Mega Menu A
Mega Menu B
Funding Explorer Tiles nav
Segmented Header nav
Mega Menu + Persistent FAQs 
Copy-Paste feature
Key Learning: 
Planning for the big picture: This was my first major project where I was involved in decision making of the leadership team. Having an eye set on the future expansion of the company helped me come up with more scalable solutions. 

Introduction to Fintech: Working on Business Credit Builder helped me get familiarized with the world of business financing. Starting with terminologies and financing options to the underwriting and monitoring process opened a new world of user experience for me.
Conclusion
We designed a Modern and clean digital experience for the Business Credit Builder. The personalized experience provides only the resources that they require the most while helping them understand what financing options are the most beneficial for their business. 

The scalable design can leverage the term 'Fundability' that is coined for the future expansion plans for the company. 
​
With the new design, we can showcase the commitment of Credit Suite towards innovation, technology, and customer first approach. This helped CS establish trust and confidence, increase brand awareness, and ultimately motivate clients to work with Credit Suite.
Legacy Product Landing Page Steps (Business Credit Builder)

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