Unifying fragmented retail financing into one digital journey.
Manual, paper-based retail financing was redesigned into a centralized digital journey to eliminate bottlenecks and lost business. This unified system replaces fragmented workflows, ensuring seamless tracking from initial engagement to final approval across all channels.
Role
UX/UI Designer
Timeline
September 2021 - March 2022
Tools Used
Projected Results
50%
Increase in application reach
65%
September 2021 - March 2022
Rs. 65B
Increase in annual portfolio size
Context
Manual retail financing was redesigned into a centralized digital journey to eliminate paper-based bottlenecks and lost business. This system replaced fragmented workflows, ensuring seamless tracking from initial engagement to final approval across different channels.
Problem
Over 10,000 applications every month for house, consumer goods, cars, and bike financing are initiated via the call center, branches, dealerships, and mobile app.
Manual handling and fragmented systems create a blavck hole. This leads to long delays for the customers and represents a major lost opportunity for deposits and profit.
Unreached rates of at least 25% signify a persistent opportunity loss.
Research
Interviews with the telemarketing team clarified the initial stage of the journey. As the first point of contact, this team filters incoming applications and identifies early-stage friction.
Next, engagement with sales leadership and frontline teams highlighted specific conversion hurdles. These discussions revealed the challenges of following up on requests and pinpointed where applications were being lost.
Persona
Based on user interviews, 2 core personas emerged. Ahmed and Sajid.
Ahmed
Telemarketing Officer
Bio
Acts as first contact for all incoming requests. Manually filters every inquiry for eligibility, then forwards qualified cases to the sales team.
Goals
Assesses customers against eligibility criteria to ensure only valid applications move forward.
Identifies new or existing customers to route requests to departments or branches.
Challenges
Forwarding applications via email creates a visibility gap, making it impossible to track progress or updates.
Short staff capacity limits nationwide coverage, relying solely on manual effort.
Recording data in Excel and sharing via email leads to inaccuracies for the sales team.
Sajid
Financing Sales Officer
Bio
Oversees the end-to-end financing process. Ensures prompt customer follow-up, and prevents applications from being lost during the process.
Goals
Processes applications within established turnaround times to maintain high service standards.
Coordinates with teams to prevent hand-off delays and resolves discrepancies for successful disbursement.
Challenges
Relying on Excel limits real-time tracking and leads to duplicate processing across teams.
Weak telemarketing screening floods sales with ineligible leads, creating high pressure and low impact.
Bypassing tele-screening from other channels floods sales with instantly ineligible requests.
65% were ineligible, with 20% potential customers lost to missed contact.
Opportunities & Considerations
Problem
The process depends on telemarketing for initiating request.
Manual filtering of ineligible requests drains sales productivity.
Lack of visibility and ownership tracking after request handoff.
Manual tracking hinders real-time analysis.
Disbursement process causes long delays.
User Needs
Explore different offers and start applying independently.
Receive only pre-validated, high-potential requests.
Real-time status tracking throughout the request lifecycle.
Visibility into application and campaign data.
An efficient workflow to improve output.
How Might We
Initiate requests that doesn't rely on staff availability?
Automate filtering for eligible requests and portfolio growth?
Eliminate handoff blind spots to improve request tracking?
Automate insights for better decision-making.
Optimize staff efficiency to reduce delays?
KPIs
• Grow digital application volume
• Reduce staff data entry.
Reduce manual filtering hours for financing applications.
Decrease financing application turnaround time.
Increase real-time reporting accuracy.
Reduction in customer turnaround time.
Solution
Customers explore offers through a digital self-service journey. Information for existing customers is pre-filled to save time, with the flexibility to edit details before submission.
The sales team manages the requests within a centralized portal. This allows them to handle all documentation before handing off the file for final disbursement.
User Journey 1
Self-Onboarding
Customers face friction waiting for bank staff for requests or updates. This portal gives them the autonomy to manage their journey from start to finish.
User Journey 2
Back-End Support
Customers face friction waiting for bank staff for requests or updates. This portal gives them the autonomy to manage their journey from start to finish.
Reflection
Designed by Osama Abaali. ©2026 Osama Abaali