matches customers with lenders willing to supply them with loans. They wanted a cleaner, more trustworthy design without a complete rebrand. They also wanted a brand new loan application design, and an improved application experience, particularly on mobile devices.


Step 1

Landing Page

The old site featured 4 blocks of bright, primary colors (targeting different credit types) that unintentionally gave the site a playful vibe. All 4 blocks led to the same loan application form. It also had a wall of compliance text. It was helpful/required information, but it was uninviting and difficult to read.

I reworked the lander so that visual emphasis would be placed on the short form, found warmer imagery that would work as a background, and redesigned form fields, sliders, and buttons to be more inviting. I also broke up the compliance text into more digestible paragraphs in thinner widths and columns and created a clearer visual hierarchy within text.


Step 2

Application Form

Unnecessary features, like a progress bar that didn't work properly, were removed. The updated form split the long application into 2 sections. The typical user of a personal or payday loan website is slightly less versed in the internet and very concerned with providing their personal information, so clear differences between were made between empty, accepted, active, and error form fields to help people complete the form successfully. I also wrote the majority of the copy that informed users why each type of information needed to be collected to put users at ease.


Step 3

Responsive Experience

Throughout the redesign of PersonalLoans, focus was placed on mobile usability. It was easy to improve upon the old site, which had almost no mobile experience. We wanted to go a step beyond that and create an experience that a user would find truly intuitive and enjoyable. All changes were QA-approved on different devices and browsers.

This site has been updated since I worked on this project in, as some screenshots may show. Placeholders in form fields have been removed (a smart move, since these have proven to be harmful to conversion rates) and the form has been further simplified.


Results from the redesign were positive across the board. Mobile saw the biggest jump in conversion rate: over 90%. The new overall conversion rate was a 40%+ improvement over the old rate.

Development and QA testing was done by the in-house team at ITMedia.