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

50%

Increase in application reach

50%

Increase in application reach

65%

September 2021 - March 2022

65%

September 2021 - March 2022

65%

September 2021 - March 2022

Rs. 65B

Increase in annual portfolio size

Rs. 65B

Increase in annual portfolio size

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.

Financing Application Status
Reached
Not Reached
0%
20%
40%
60%
80%
100%
August - 2021
September - 2021

Unreached rates of at least 25% signify a persistent opportunity loss.

Unreached rates of at least 25% signify a persistent opportunity loss.

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.

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.

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.

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.

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.

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.

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.

Status of Applicants Contacted
Eligible
Not Eligible
Not Contacted
0%
10%
20%
30%
40%
50%
60%
70%
August - 2021
September - 2021
Status of Applicants Contacted
Eligible
Not Eligible
Not Contacted
0%
10%
20%
30%
40%
50%
60%
70%
August - 2021
September - 2021
Status of Applicants Contacted
Eligible
Not Eligible
Not Contacted
0%
10%
20%
30%
40%
50%
60%
70%
August - 2021
September - 2021

65% were ineligible, with 20% potential customers lost to missed contact.

Opportunities & Considerations

Problem

The process depends on telemarketing for initiating request.

The process depends on telemarketing for initiating request.

The process depends on telemarketing for initiating request.

Manual filtering of ineligible requests drains sales productivity.

Manual filtering of ineligible requests drains sales productivity.

Manual filtering of ineligible requests drains sales productivity.

Lack of visibility and ownership tracking after request handoff.

Lack of visibility and ownership tracking after request handoff.

Lack of visibility and ownership tracking after request handoff.

Manual tracking hinders real-time analysis.

Manual tracking hinders real-time analysis.

Manual tracking hinders real-time analysis.

Disbursement process causes long delays.

Disbursement process causes long delays.

Disbursement process causes long delays.

User Needs

Explore different offers and start applying independently.

Explore different offers and start applying independently.

Explore different offers and start applying independently.

Receive only pre-validated, high-potential requests.

Receive only pre-validated, high-potential requests.

Receive only pre-validated, high-potential requests.

Real-time status tracking throughout the request lifecycle.

Real-time status tracking throughout the request lifecycle.

Real-time status tracking throughout the request lifecycle.

Visibility into application and campaign data.

Visibility into application and campaign data.

Visibility into application and campaign data.

An efficient workflow to improve output.

An efficient workflow to improve output.

An efficient workflow to improve output.

How Might We

Initiate requests that doesn't rely on staff availability?

Initiate requests that doesn't rely on staff availability?

Initiate requests that doesn't rely on staff availability?

Automate filtering for eligible requests and portfolio growth?

Automate filtering for eligible requests and portfolio growth?

Automate filtering for eligible requests and portfolio growth?

Eliminate handoff blind spots to improve request tracking?

Eliminate handoff blind spots to improve request tracking?

Eliminate handoff blind spots to improve request tracking?

Automate insights for better decision-making.

Automate insights for better decision-making.

Automate insights for better decision-making.

Optimize staff efficiency to reduce delays?

Optimize staff efficiency to reduce delays?

Optimize staff efficiency to reduce delays?

KPIs

• Grow digital application volume
• Reduce staff data entry.

• Grow digital application volume
• Reduce staff data entry.

• Grow digital application volume
• Reduce staff data entry.

Reduce manual filtering hours for financing applications.

Reduce manual filtering hours for financing applications.

Reduce manual filtering hours for financing applications.

Decrease financing application turnaround time.

Decrease financing application turnaround time.

Decrease financing application turnaround time.

Increase real-time reporting accuracy.

Increase real-time reporting accuracy.

Increase real-time reporting accuracy.

Reduction in customer turnaround time.

Reduction in customer turnaround time.

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

Ownership & Process

Despite limited project ownership, I focused on understanding core problems to deliver high-quality solutions within my scope.

Ownership & Process

Despite limited project ownership, I focused on understanding core problems to deliver high-quality solutions within my scope.

Ownership & Process

Despite limited project ownership, I focused on understanding core problems to deliver high-quality solutions within my scope.

Future Roadmap

I proposed leveraging AI and automation to optimize credit and risk processes, enabling the business to grow its portfolio effectively.

Future Roadmap

I proposed leveraging AI and automation to optimize credit and risk processes, enabling the business to grow its portfolio effectively.

Future Roadmap

I proposed leveraging AI and automation to optimize credit and risk processes, enabling the business to grow its portfolio effectively.

Validation & Speed

Strict timelines precluded formal A/B testing. Instead, I relied on industry best practices and internal peer reviews to validate my designs.

Validation & Speed

Strict timelines precluded formal A/B testing. Instead, I relied on industry best practices and internal peer reviews to validate my designs.

Validation & Speed

Strict timelines precluded formal A/B testing. Instead, I relied on industry best practices and internal peer reviews to validate my designs.

Impact Tracking

Limited post-launch ownership prevented live metric tracking. However, stakeholder interviews projected gains in efficiency.

Impact Tracking

Limited post-launch ownership prevented live metric tracking. However, stakeholder interviews projected gains in efficiency.

Impact Tracking

Limited post-launch ownership prevented live metric tracking. However, stakeholder interviews projected gains in efficiency.

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