Instead of showing “7 steps to getting your loan!”, we built a flow that feels like a natural conversation. Each screen focuses on one action, with one prominent button that says exactly what will happen when you click it.
The company and the product
Group FMR She is one of the members of–FinTech The oldest and leading company in the Israeli capital market, operating in the field of financial technology solutions since 1974. The group specializes in the development and implementation of operational platforms and comprehensive systems. From end to end For a variety of capital market entities, such as Provident funds, pension funds, insurance companies and chambers of commerce.
Project goal
FMR approached us with a bold vision: to change the mindset that taking out a loan is a complicated and scary process . The goal: to build a self-service system that will allow users to take out a loan from their pension fund directly through the website – without meetings, without 20-page forms, without feeling uncomfortable with financial advisors .
The main business goal was to sell the system to insurance/capital companies as part of the services they provide to their policyholders .
The key KPIs defined for success were :
- Convincing insurance/capital companies of the concept’s relative advantage and feasibility .
- Increasing the amount of loans provided independently through the website .
- Reducing the average time it takes to complete a loan application .
The challenge
Creating trust
The main challenge in the project was the need to establish user trust in the system .
Obtaining a quick loan requires providing bank account login information – a step that requires an especially high level of trust .
This challenge is intensified in light of the user characteristics :
- Mature user profile : The main age range is 33-65 , with many having a level of expertise in systems.
Defined as low .
- Stress and emotional distress: People come to the system when they are under stress – debts, a wedding, urgent renovations, a business in trouble.
They don’t come because they feel like it, they come because they have to . And that’s precisely why they are all the more suspicious .
In addition, they deal with fear of finances , and have difficulty choosing what is right .
The Solution - Executive Summary
Our approach
professionalism
We combined deep expertise in user experience design with psychological principles based on research to creatively solve the challenges of trust and speed.
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Building trust in stages (Pyramid of Trust)
We used NNGroup ’s Trust Pyramid as our core methodology. Instead of jumping straight to a request for sensitive information, we designed the flow so that each step builds the next layer of trust .
The principle of reciprocity
Instead of starting with a request for details, we provided immediate value – information, transparency, understanding of the options. Only after the user has received something is he mature and ready to provide details and also understands why it is worth it to him .
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The complete solution
We transformed the trust pyramid into an experience architecture with five layers:
Layer 1 – Relevance : A clear message immediately upon entry. Zero ambiguity .
Layer 2 – Preference : Transparent comparison to other options on the market .
Layer 3 – Personal Information : Request for basic details with an explanation of why each field is necessary .
Layer 4 – Financial Information : Requesting permissions from the bank only after the user has seen the full offer and while offering a more standard alternative for their choice
Layer 5 – Ongoing Contact : Offer to sign up for a follow-up only upon successful completion .
We worked with a microcopy expert to create a Voice & Tone that feels like a good friend – not patronizing, not condescending, just direct and clear. Every label, explanation and message was designed to build trust and reduce anxiety .