Finspo

SaaS Product Design & Web Design

Role Overview

As the sole designer at Finspo, I lead end-to-end design across our website, customer portal, and internal staff tools. I own and maintain our design system to ensure visual and UX consistency across all touch points. From early product ideation to ongoing refinement, I’ve had the opportunity to shape and scale our SaaS platform from the ground up.

Finspo is an online mortgage broker. We allow clients to apply for a mortgage completely online via the App Tracker (our online portal).

Through the Finspo App Tracker clients can:
- Tell us about their situation.
- Upload documentation
- View and accept their personalised home loan recommendation
- Track their loan progress
- Access calculators and helpful articles.

Key achievements

Increased booked meetings: By redesigning our onboarding form, switching from multiple questions per page to a single-question format improved completion rates.

Boosted pre-meeting document uploads: Approximatly 20% of new clients upload their documents before their first meeting, enabling brokers to deliver recommendations earlier and saving time for both clients and staff.

Improvement in Credit Proposal Acceptance Process at Finspo: A first in the industry, making the process faster, easier, and more client-friendly.

How switching to a single question per page increased our booked meetings

Switching from multiple questions per page to a single-question format improved completion rates. What's the logic behind it?

Cognitive Load Is Reduced

When users see only one question at a time, it feels less overwhelming. Multi-question forms can create decision fatigue especially if users don’t know how long the form is or how much is left.

Mobile Usability Improves

On mobile devices, a single-question format fits much better on small screens. Scrolling and mis-clicking are reduced, which improves the completion experience.

Perceived Progress Increases

When paired with a progress bar, the user feels like they’re making steady progress. Micro-interactions or transitions between questions give a sense of momentum.

Higher Completion Rates

Our A/B tests have shown that single-question flows consistently increase conversion (form completion).

Boosting pre-meeting document uploads

Getting a home loan requires clients to submit a lot of documentation. Finspo allows clients to upload everything in one spot, without having to email anything. There are two parts to getting a home loan recommendation
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1. Telling the broker information about your situation (your income, savings, what type of property you want to buy etc). We call this the Digital Fact Find (DFF).
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2. Uploading documentationn to support this information.

Previously, we did not allow clients to upload their documentation until the first meeting with their broker had occured and their DFF was fully complete. This placed an unnecessary road block on eager clients.

We decided to allow client to upload their document right after completing all the necessary parts of their DFF. We found that 20% of clients were now starting to upload documentation before their first meeting. This saved time for the client and the broke. It also shortened the home loan process significantly.

Improvement in Credit Proposal Acceptance Process at Finspo

Previously, Finspo's process for getting clients to accept their home loan recommendations involved manually compiling a credit proposal document and sending it to clients via DocuSign for signing.

This process, while effective, required additional time and incurred extra costs due to reliance on external platforms like DocuSign. Now, this process has been streamlined and automated. Information is seamlessly pulled from the App Tracker (our online client portal) to automatically generate the credit proposal. Clients can now review and sign this proposal directly within the App Tracker.

This enhancement delivers several key benefits:
Reduced Operational Costs: Eliminates the need for DocuSign, reducing third-party software expenses.
Improved Client Experience: Clients stay within the Finspo ecosystem, enjoying a more cohesive and intuitive workflow.
Increased Efficiency: Automation saves significant time by removing manual document compilation, allowing faster client turnarounds.

This update aligns with Finspo’s commitment to delivering a frictionless, efficient digital experience for both clients and internal teams.

Want to work together?Drop me a line!

Want to work together?
Drop me a line!