Case studies –

Designing a life-changing lending experience

Lead product designer | UX | Research | Design systems

I have been responsible for leading the product design and ongoing optimisation of the micro-finance website Lend with Care since its inception in 2012.

The website attracts 30,000 visitors each month and as of mid 2018 had raised £20 million in loans for entrepreneurs in the developing world. Using a combination of usability testing, analytics data and focus group findings I have continued to optimise and improve the site's user experience.

User flow diagram - looking for opportunities to improve

Card components: Simple, Quick lend and Snippet

Homepage user interface design

Responsive web design

A Google Analytics review suggested that nearly 30% of users were being underserved by a lack of responsive design. That amounted to around 2,500 frustrated users every month.

Upon re-designing the website frontend, paying particular attention to the mobile use context, I noticed a significant rise in mobile session duration, a big drop in mobile bounce rate and an 85% increase in new mobile users.

Responsive layouts


During a series of focus groups and interviews we discussed with users the need for easier access to personal information such as the amount of credit in their account and the status of their existing loans. To improve this we created a new homepage dashboard for signed in users. This featured all the statistics regarding their account and quick links to access more detailed content about their loans.

A design system

As is the case for all large scale web products, the lendwithcare website required a structured design system to allow us to ensure visual consistency across all elements of the site. I created a style guide and HTML / CSS reference file to act as a repository for all aspects of the site. This helped speed up future developments and also helped in decision making when new functionality was being discussed.

Ongoing success

The lendwithcare website has become a phenomenal success recently, £20 million has been lent through the website so far and it attracts on average 30,000 visitors every month.

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