CREDABILITY

Designing in the regulated fintech space means every UI decision carries heavy compliance weight.

The core challenge was balancing strict data capture requirements (KYC, affordability checks) with absolute user clarity—often for an audience that was financially vulnerable.

Getting the balance right between regulatory obligation and a frictionless user experience wasn't optional; it was the entire job.

I needed to architect a system where compliance felt invisible to the user but watertight to the business.

The platform scaled in real-time. Because there was no blank canvas, every iteration was driven by active funnel analytics from Mixpanel and HotJar.

Data identified severe friction in the core sign-up process. To solve this, I mapped the entire flow, tested edge cases, and reduced a 15-screen, 19-input journey down to just 6 screens—without dropping a single legal compliance requirement.

Furthermore, CRM data revealed a heavy drop-off of users whose sole intent was acquiring a credit card. Rather than forcing them through the heavy, generalised onboarding, I designed a dedicated 'Credit Card First' lightweight journey.

Full onboarding was deferred until after their application was successful. This single strategic shift aligning user intent with business goals drove a massive improvement in completion rates.

I operated as the connective tissue between Product, Engineering, Data, and Compliance teams.

To ensure we could ship fast without breaking compliance, I established a comprehensive master design system.

By standardising design tokens, defining precise interaction states (active, inactive, loading), and creating a single source of truth, we translated complex financial strategy into clear UX decisions.

This eliminated handover friction, communicating requirements efficiently to engineering to maintain high delivery velocity.