Nav’s financing helps small businesses to saving time researching and access the best lending options so they can get back to doing what they do best: running the business
My role
User research, prototyping, UX/UI design
Leading design of the new financing experience
Results
Increase Lending view-to-click rates by 33%
Increase CC visit-to-referral rates by 43%
80% increase in completed DFAs
The financing experience is overwhelming and unintuitive for small business owners—it's filled with complex language, requires significant time and effort, and assumes a level of financial knowledge many don’t have.
We aimed to minimize the customer’s learning curve by presenting only the most essential details in a clean and approachable way—enabling small business owners to make informed decisions quickly and confidently.
A key element of this new experience is the option card. This card serves as the core touchpoint where customers can quickly understand each financing product. After user research and multiple design iterations , we arrived at a clean, intuitive layout that highlights the most important details—making it easy for users to answer critical questions like:
1.How much money I can borrow?
2.Can I be approved?
3.Can I afford it?
Another key element for this experience is “Borrowing power”. It gives small business owners a clear understanding of how much they’re likely to qualify for—before they apply. It builds confidence, helps them make informed decisions, and saves time by narrowing down realistic options.
All respondents expressed the need for more education around business financing.
How can we weave bite-sized educational content into the experience in a way that’s quick and easy for small business owners to understand
