Sabrina Jiang's Portfolio
Product designer | Product Design manager
Online Loan Application E2E Experience
DBS Institution Banking Group | 2020
The Online Loan Application System is a self-service platform that enables small business owners to research DBS loan products and subsequently submit loan applications.
The previous version of the application system produced a very low loan acquisition rate so the design team was tasked with improving the entire end-to-end experience in order to boost this key metric.
Key responsibilities
Leadership
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Worked closely with product and engineering teams to define product goals, scope, and timelines.
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Aligned design vision and strategy with stakeholders and executive leadership.
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Redefined the design teams' role within the project and deepened relationships with partner teams
Exploration
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Identified design opportunities and explored design directions to meet business goals and customer needs
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Analyzed quantitative and qualitative to support data driven design decisions
Execution
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Implemented and iterated innovative best practices and high-standard design solutions to achieve customer experience goals within technical and business constraints.
Success metrics
Pre-launch and post-launch monthly average data comparison
Start application
Increase by
20%
Submitted application
Increase by
89%
Call Center queries
Reduce by
33%
Project highlights
Pivot product direction & drove data-driven mind set
Outcome
How did I achieve this
1. Interviewed stakeholders and analysed data
Understand business
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Understand high-level business goal
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Research e2e journey, including the customer journey and underlying loan processing procedure
Understand users
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Analysed quantitative data
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Google analytics data & business data: Conversation rate, Page drop-off, Turn around time, etc.
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Call Center data
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Analysed qualitative data analysis
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Review existing customer interviews videos
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Interview customer facing DBS staff
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2. Defined and aligned UX strategy
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Worked closely with product team to set long term vision, define design strategy and success metrics for each release.
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Identified design opportunities, shaped the feature scopes and design tasks. leveraged quantitative and qualitative data to support decisions
3. Presented strategy and drove consensus among marketing team, product team, engineer team and senior leadership
UX goal for Release 1
Improve end2en online loan application customer experience
Solve existing customer pain points
Key pain points & Opportunities
Bridge the gap between customer knowledge and business requirements
Outcome
How did I achieve this
1. Identified the gap between customer's knowledge and business requirements
Customer research
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Most customers have a limited amount of knowledge and understanding about how loans work. They only know they need money.
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Many heard the news that the Singapore government was providing loans with lower interest rates but were unsure of the specific conditions and details.
Business requirements deep dive
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18 unique and different products, each with their own specific features, eligibility, required documents, and processing procedures.
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Estimated interest rates and standards of approval are confidential and not allowed to be revealed to customers.
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Incorrect product selections or missing documentation was very common and caused major delays in processing time.
2. Explored design directions and set the strategy
After deep diving into each of the loan products, I realized that many of them have similar features and requirements. Displaying all the information to the customer was overwhelming and they didn't need to understand all of the details. Therefore, instead of exploring the design patterns for selecting 1 amongst 18 products, I started focusing on
3. Iterated design and validated with customers
