Product Strategy, UI/UX Design, Ethnographic Research
Industry
Implementation Partner (Financial Services)
Reimaging the Card experience
AdalFi is a Pakistan-based digital lending platform that leverages artificial intelligence (AI) to facilitate instant loans for consumers and small and medium-sized enterprises (SMEs). The Credit Card Application Product by Adalfi aimed to simplify making an informed Credit Card selection through an adaptable interface catering to the Pakistani Banking industry.
Our Role
Our engagement was to streamline the card application process for users while ensuring the product was modular and customizable for different banking clients.
Understanding the Problem
Traditional credit card application flows are often complex and filled with unnecessary friction. For financial institutions, this results in high drop-off rates, confusion around product selection, and poor form usability.
The user research highlighted several priority and problem areas for applicants, while the system data analysis supported the research with the precision tracking of drop-off points throughout the application. Some areas of focus included:
- Product comparisons
- Input form fields and required documentation
- Fees, benefits, and approval timelines
These insights helped us design a user journey that focused on clarity, transparency, and confidence-building throughout the process.
Simplifying the Application Flow
We redesigned the entire experience—starting from product discovery to form submission—to ensure minimal cognitive load and maximum clarity. Key enhancements included:
- A comparison-friendly product selection screen to help users confidently choose the right card.
- Improved information hierarchy to surface key benefits and charges.
- Cleaner, clearer form inputs and field validations, reducing friction and errors.
- Smart defaults and contextual cues to support first-time applicants.
Design System & Scalability
One of the project’s core requirements was to build a flexible design system that AdalFi could easily adapt to multiple banks. We created a modular component library, including:
- Brandable UI components.
- Scalable layout templates.
- Color, typography, and icon guidelines.
This allowed AdalFi to quickly customize the product during sales and implementation, aligning with each bank’s branding while maintaining design consistency and usability standards.
Outcome
By leveraging user research and a scalable design system, we built an experience that delivered a significantly more streamlined and user-friendly experience that was also promptly and conveniently customizable to reflect the bank’s unique brand identity and user base.
