Case Study — FINTECH Services· DIGITAL LENDING
Accelerated Branding boosts customer experience by 35% for a leading fintech startup
We worked with a fintech startup that wanted to modernize its credit
platform and create a smoother user experience. The goal was simple:
make borrowing feel clear, fast, and trustworthy. By tightening the design,
unifying the brand, and improving delivery quality, the company saw higher customer acquisition, a two-fold increase in visibility, and steady growth after launch.
Success Highlights
Key Details
Industry: Fintech → Digital lending Geographies: United States
Platform: Web + Mobile responsive application
Business Challenge
The client wanted a secure, modern lending experience but ran into gaps in design, usability, and brand clarity. These gaps slowed adoption and made key tasks harder than they needed to be.
The existing interface didn’t meet modern usability standards. Borrowers had to guess, re-enter information, and click through unnecessary steps. This created frustration and increased the risk of drop-off during onboarding and applications.
Borrowers with different credit profiles faced the same flow. This forced lower-credit users into paths that didn’t make sense, causing confusion and lost applications.
Visual style, tone, and messaging differed across the app, emails, and marketing pages. This weakened trust and recognition — critical elements in financial decision-making.
Design and implementation weren’t aligned. UI drift and lack of cohesion slowed down development, created inconsistencies, and made the launch more complex than it needed to be.
Our Solution Approach
We used a structured approach that connected user insight, design clarity, and a scalable brand system. Each phase removed friction, reduced ambiguity, and helped the client launch with more confidence and speed.
1 · Discover
User & Market Insights
We studied the client’s goals, the lending experience, key user groups, and their competitors. We mapped out friction points in the existing journey and found moments where users were confused or delayed. These observations shaped both the UX and the brand strategy. These insights gave the client a clearer view of their real users and highlighted the fixes that would matter most.
2 · Consolidate
Strategy & UX Blueprint
We translated research into wireframes, flows, and low-fidelity prototypes. This aligned the entire team around one direction and reduced rework. The simplified flows cut unnecessary clicks and clarified decision points, which later helped raise task-completion rates and lower drop-offs.
3 · Create
Unified Brand Identity
We built a full identity system: logo, color palette, type scale, and icon set. This gave the client a visual language they could use everywhere without guessing. Borrowers experienced a cohesive, trustworthy brand from the first interaction, increasing confidence and recognition.
4 · Deploy
Integrated Development & QA
We partnered with engineering to convert designs into a stable, responsive experience. Introduced design system tokens to reduce drift and speed up builds. We embedded accessibility and QA checks into each sprint resulting in a smooth, stable launch with consistent quality across all pages and devices.
Technical Highlights
Modular UI Library: Reusable components for faster, consistent builds.
Design Tokens: Centralized color, spacing, and typography control.
Adaptive Themes: Light/dark mode + role-based color semantics.
Visual Regression Tests: Automated snapshot checks to prevent UI drift.
Accessibility Pipeline: Enforced contrast, keyboard access, and labeling.
Performance Tracking: Lower TTFI and smoother, stable rendering.
Cross-Platform Assets: Shared SVG icons, fonts, and JSON brand tokens.
/* apply brand tokens to any UI component */
function applyBrandTokens(component, brand) {
const color = brand.tokens.primaryColor
const font = brand.tokens.baseFont
const icon = brand.icons[component.role] || brand.icons.default
component.color = color
component.font = font
component.icon = icon
return ensureContrast(component)
}
/* guarantee readable contrast across surfaces */
function ensureContrast(component) {
if (!isContrastSafe(component.color, component.surface)) {
component.color = component.fallbackColor
}
return component
}
Business Outcomes
The redesigned product delivered measurable improvements across both product and brand performance.
35%
Jump in Customer Experience. The new flows reduced friction and made onboarding and application steps easier to complete. Users reached goals faster with fewer errors and less confusion
2x
Boost in Customer Visibility. A clear and consistent identity improved recognition across all channels. The brand became easier to trust and easier to recall.
25%
Increase in Business Growth. A stronger product experience and unified brand message expanded the company’s reach and strengthened early-stage acquisition.
Unified branding lowered compliance risk and supported faster go-to-market
Centralized design tokens simplified future updates and onboarding of new team members
Ready To Accelerate Your Fintech Brand?
Talk to our design and product team about brand systems, user-centered fintech experiences, and launch-ready product delivery.