Leumi Bank • In-app Loan Process

<aside> Project Overview

The digital loan process was redesigned to align with the bank’s existing design language. A new approach allowed users to combine multiple loan types with different interest rates and durations into a single, streamlined process. The updated flow balanced the bank’s goal of promoting fixed-interest loans with user needs, ensuring a transparent and user-friendly borrowing experience.

My Role

• Conducted user research to understand customer behaviors and needs
• Defined all product processes for the digital loan flow
• Collaborating with cross-functional team to ensure smooth integration of design and functionality
• Designed screens, prototypes, and user flow for the loan process
• Presented designs to managers and project stakeholders for feedback and approval

The Team

The team was led by a product manager overseeing loans, with two additional product managers each focusing on specific aspects of the product. I worked closely with a UI designer who was responsible for the visual language and precise design of all the components.

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🎯 Key Outcomes

• 26% total conversion rate
• 27% increase in customers choosing a fixed-interest loan digitally compared to in-branch customers
• Since launch, over 420 loans approved daily with no human intervention, fully digitalized, averaging ₪50,000 (€12,000) per loan

🤔 The Problem

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I had a dual challenge. On one side, I needed to make the loan process accessible, clear, and even a little fun for users. On the other side, I had to highlight and promote the different value propositions of the bank’s loan products. The goal was to take something that often feels complicated and uncertain and turn it into a simple, transparent, and comfortable experience. At the same time, it was important to show the variety of loan options with their different interest rates and help users see the best combination, even when that meant merging several loans into one larger offer.

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📊 The Research

To better understand the users' behaviors and needs, I conducted thorough research, including surveys, service center observations, interviews, and competitor analysis. The insights revealed several key challenges expressed directly by users:

I can’t find clear information about the interest rates the bank charges on loans.”

“I’m not sure what the total repayment amount will be, it feels confusing.”

“Some loan products are only available through a bank representative, so why can’t I do it in the app?”

The survey results added further context by showing how widespread these challenges were:

• 71% of people who had taken a loan before did not use the bank’s digital assets (app or website).
• 26% tried the digital loan process but did not complete their loan through it.
• The number one reason for not continuing was the belief they might get better offers from a human banker, mentioned by 47% of participants.

Together, these insights revealed an opportunity to simplify and personalize the loan process, making it more transparent and adaptive to users’ individual needs, while also offering real-time updates.