NBFC / SME Finance
SME Digital Lending & Loan Management Platform
Reducing friction and opacity in SME lending
Client/Company
CLIX Capital
Role
Creative Director & Strategy Lead
Duration
2 months
Problem
SME lending processes were perceived as opaque and intimidating, with unclear documentation requirements and limited visibility into application progress. This lack of transparency reduced trust and increased drop-offs during the lending journey.
Context & Constraints
The platform needed to simplify complex lending workflows while meeting regulatory requirements and internal risk controls. The experience had to work for a wide range of SMEs with varying levels of financial sophistication, across devices and contexts.
Process
Experience Framing
Defined an education-led experience strategy that introduced mutual fund concepts progressively, aligning learning moments with user intent and decision-making stages.
Experience & UX Strategy
Structured navigation with embedded educational touchpoints. Used data visualisation to demystify investment concepts and help users compare options with confidence.
Validation
Introduced social and peer-learning cues to encourage participation and reduce hesitation among first-time investors.
Outcome & Impact
Introduced social and peer-learning cues to encourage participation and reduce hesitation among first-time investors.
Highlights
Education-led discovery for first-time investors
Progressive disclosure of complex financial concepts
Data visualisation to support informed decision-making
Trust-aligned UX within a regulated banking environment
