If you are a patient
You can get pre-approved credit
You apply with a credit-based check so you know what you can spend before you book a procedure.
Role
Lead UX/UI Designer
Duration
6 months
Year
2024
Tools
Figma, Miro, Notion
Project Goal
Design an MVP suite
for a fintech startup
Kickstart operations across the UK and Switzerland — enabling instant credit access, streamlined clinic workflows, and a design system built to grow with the business.
Key Product Features
Summary
Three things you can do in the product
Three columns, same structure: who it is for, what you can do, what that means in practice.
If you run a clinic
You can invite people to pay with BNPL
You reach patients who are already pre-approved and send them clear offers for the treatments you provide.
If you are a patient
You can request a PLIM plan in minutes
You enter a few details and get a path to credit quickly — usually within about two minutes.
Design Process
Four phases. One clear path.
Lean research to cut waste early, Agile sprints to ship fast, and a continuous feedback loop that kept the product honest at every stage.
01
🔍
DiscoveryLean02
📐
DefineMVP03
🛠
DevelopAgile04
🚀
DeliverScalabilityDiscovery
- Desk research
- SME inputs
- Study analytic tools
- Align need with objectives
- Highlight frictions in process
Define
- Define problems
- Analyze research findings
- Study Personas
- Map Journeys
- Business impacts
Develop
- Brainstorm solutions
- Rapid wireframing
- Interactive Prototypes
- UX Documentation
- Mapping backlog
Deliver
- Usability testing
- A/B testing
- Retrospective inspection
- Incremental updates
- UX Documentation
Phase 1 · Discovery
Understanding User Needs
We focused on understanding the needs, challenges, and workflows of our two primary user groups: patients and clinics.
Personas were used to align the team on goals, fears, and decision points for both audiences before journey mapping.
Customer Empathy Map
SAYS
- "I don't want to get rejected"
- "I want to know if I can afford"
- "Will this affect my credit score?"
THINKS
- I want to look better, but can't pay at once.
- If it takes long or feels fishy, I'll drop off.
- Can I trust this provider?
FEELS
- Anxious about financial commitment
- Skeptical toward loans and hidden fees
- Relieved when clearly explained
DOES
- Starts the process, but drops off halfway
- Asks the clinics for guidance
- Needs approval indicators before applying
Phase 2 · Define
User Flows & UX Strategy
Followed by persona study, we began to design for simplicity, trust, and conversion across key journeys by mapping & optimising user flows.
Designed flows for both users to reduce friction on both sides
Validated flows through internal testing and team feedback cycles
Applied empathy-led microcopies to address potential drop-offs
Used statuses & minimal UI layers to keep experiences lightweight
BNPL Journey Flow
Treatment Categories
Wireframes & Validation
Low to mid fidelity wireframes validated content hierarchy and UX clarity before visual design. Each step shows only the next action needed, preventing overwhelm.
Component Library
Business Goals & KPIs
Phase 3 · Develop
Premium Interface, Exclusive CX
We created an interface focused on service scalability to kickstart business operations & brand positioning.
Keep it Aesthetic
Elegant, visually sophisticated design that communicates premium quality.
Make it Accessible
Balancing exclusivity with intuitive, inclusive user experiences.
Ensure Scalability
Adapts seamlessly across devices with premium appearance and functionality.
Keep it Functional
Performs exceptionally with attention to detail in every interaction.
“The Interface strikes a fine balance between premium and bold for confidence, clear and minimal for user trust.”
Visual Identity
Bold & Impactful Identity
High contrast, persuasive — communicates confidence & authority.
Dark Themed Interface
Used across landing pages, marketing materials, and lead-capture touchpoints.
Light Themed Interface
Core product experience — loan applications, dashboards, and onboarding flows.
Legibility & Approachability
Fast scanning and clear input feedback for non-tech-savvy users.
Colors & Typography
Accent colors used sparingly for key actions or alerts. Contrast tested for WCAG AA compliance.
#DA9190Warm Blush
#E7CECENeutral Skin
#BDB7BANeutrals
#121212Deep Black
Montserrat
Clean, geometric sans-serif. Structured & approachable — aligning with PLIM's positioning as a modern, trustworthy financial partner.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9
Phase 4 · Deliver
UX Documentation
Since the design process was highly iterative and fast-paced, we revisited all pages after phase 1 and documented all variables and tokens.
Component & Token Docs
Process Documentation
Outcomes & Impacts
This project sharpened my ability to balance business goals with user needs — simplifying complex processes, designing for trust in sensitive spaces, and owning end-to-end delivery.
Final Screens
