FlexPay

Introduction

FlexPay is a fintech platform based in Hyderabad, offering flexible loans & credit solutions to users across India.

Role: UX/UI Designer

Tools: Figma, Fig-Jam,After Effetcs

The Challenge

The previous website lacked clear navigation/hierarchy, had inconsistent branding, and failed to communicate the loan offerings effectively. This led to low user engagement and high bounce rates.

Project Goal

The goal of this project was to redesign the existing web landing page to better reflect the product’s value, simplify the user journey, and improve overall engagement. The new design should feature a "clean, modern interface with improved information hierarchy, clear CTAs, and responsive layouts" tailored for better performance across devices.

Roles

Led end-to-end UX/UI design.
Defined structure, user flow, and interaction model.
Created wireframes, high-fidelity mockups, and responsive designs.
Collaborated with business and product teams for iterations.
Delivered design specs for development.

1. Discover (Observe & Understand)

I began by understanding both user needs and business goals through:

Stakeholder Interviews: Conducted sessions with the product, marketing, and strategy teams to understand their vision, challenges, and key performance indicators (KPIs) for the website.

Competitive Analysis: Analyzed top fintech competitors like KreditBee, EarlySalary, and Slice to identify UX gaps and opportunities for differentiation.

2. Define (Framing the Problem)

Understanding why users visit the website

To use the product.
Want to know more about the product/services.
Learn about the application process, requirements, etc.
To contact customer support for assistance.

Defining the core challenges

How might we help users trust FlexPay within the first few seconds of landing on the website?
How might we make the loan application journey clear and frictionless, especially for users with low tech literacy?
How might we encourage users to explore and apply with minimal drop-off?

Based on research, I clearly defined the problem statements:

"Users struggle with insufficient product information and inconsistent design, causing frustration, reduced trust, and website abandonment."

User Persona

Name: Kshijit R

Age: 40

Occupation: Self-employed, runs a small café business

Background: Recently started his café and is working hard to grow and expand.

🧑‍💼 About Kshitij

Kshitij is a hardworking individual with big dreams for his café. He wants to increase profits, expand his offerings, and buy more inventory for his growing business. Although he is ambitious, he faces the challenge of limited funds and struggles to make large investments.

💭 Personality & Traits

Independent and self-reliant – does not like borrowing money from others.
Practical in approach – prefers simple, straightforward solutions.
Hardworking and determined – puts in long hours at his café.
Not very tech savvy – easily gets frustrated with complex apps or digital processes.
Value-driven – believes in honesty, effort, and steady growth.

🎯 Goals

Expand & earn profits with his café by buying more supplies and equipment.
Access financial support that is easy, transparent, and trustworthy.
Keep things simple so he can focus more on his business than paperwork.

3. Develop

I created wireframes and conducted A/B testing to refine layouts. The designs were fully responsive, with visual animations to enhance interaction, and the application process was simplified for clarity while staying aligned with business goals.

Maintained brand consistency throughout.
Developed an interactive prototype for validation.
Ensured WCAG accessibility compliance.
Shared developer-ready files with complete assets for smooth handoff.

Hero Section Wireframes

Landingpage Wireframes

4. Deliver

The project focused on creating a clean, user-centric website for FlexPay, using wireframes and prototypes to establish layout and hierarchy. Key elements included consistent brand identity, intuitive navigation, and responsive design to enhance the overall user experience.

Business Achievements

Achieved 28.57% increase in web traffic after the redesign.
17% decrease in bounce rate.
Achieved 48.28% increase in page load speed from 87 to 42.
Built user trust by presenting clear product information, testimonials & customer assistance.

My Gains

Gained confidence in designing complex fintech products.
Developed a deeper understanding of user behavior and aligning design with business goals.
Hands-on experience in creating interactive prototypes, WCAG accessibility standards & responsive designs.