Project Summary

At Figure, I owned the end-to-end loan application user experience and led the redesign of a guided, mobile-responsive interface across digital lending platforms.

Over a 6-month structured A/B testing roadmap, we simplified the application layout, improved progressive disclosure, and streamlined input validation — resulting in:

• +22% improvement in form completion rate

• -50% reduction in total application time

• Impact across 5,000+ active digital lending users

This initiative balanced aggressive conversion optimization with strict multi-state regulatory compliance.

Workflow & Project Approach

Problem

Users were abandoning the application mid-flow due to friction, perceived complexity, and unclear field grouping — particularly on mobile devices.

Discovery

• Funnel drop-off analysis

• Field-level abandonment tracking

• Heatmap & behavioral analytics

• Cross-functional working sessions with Legal & Compliance

• Weekly stakeholder reviews across 4 internal groups

Key insight: The application was technically functional, but cognitively overwhelming.

Hypothesis

A guided, mobile-first experience with clearer sectioning and improved validation would reduce user hesitation and improve completion velocity.

Execution

Core Enhancements:

• Launched guided step-based UX

• Built mobile-responsive layout

• Introduced real-time validation and inline error feedback

• Improved hierarchy, spacing, and CTA placement

• Reduced redundant disclosures while maintaining compliance

Experimentation Framework:

• 6 months of iterative A/B testing

• Sequential layout testing

• Copy clarity optimization

• CTA language refinement

Impact

• 22% lift in completed applications

• 50% faster application completion time

• Increased stakeholder alignment via structured roadmap execution

• Established a scalable experimentation engine for growth optimization