🏦 Business Overdraft: Transforming SME Lending
Note: This project is under NDA. All specific data points have been anonymized and are represented as (N) to protect confidential information.
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🔍 Project Overview
🚀 Introduction
While working at bank for small-medium businesses, I worked as the lead designer for the working capital squad, responsible for the launch of the Business Overdraft product, a strategic initiative to provide flexible working capital to SMEs. This case study covers my work on the Proof of Concept (POC) and Phase 1 implementation, where I established the foundation for what would become a cornerstone for the company's lending proposition.
🧩 My Role
Led end-to-end UX/UI design from concept to implementation
Created data-driven design strategies for validation and iteration
Balanced complex user, business, and technical requirements
Established design patterns for future lending products
Collaborated across Product, Engineering, Risk, and Operations teams
🎯 The Challenge: Speed vs. Safety vs. Simplicity
SMEs face significant barriers when seeking working capital:
(N)% are discouraged from applying due to perceived complexity
Traditional applications are time-consuming and document-heavy
Eligibility criteria lack transparency
Decision-making processes feel like black boxes
I needed to balance three competing needs:
👤 SMEs needed:
Quick, flexible access to credit
Minimal paperwork and administrative burden
Clear visibility into limits, fees, and terms
💼 The business needed:
Rigorous underwriting to manage credit risk
Manual data consolidation initially (Excel-based risk models)
A phased approach starting with minimal technical integration
⚙️ Technical constraints included:
Limited initial API integrations
Manual underwriting in early phases
No real-time monitoring capabilities yet
This wasn't just about designing screens—it was about shaping new financial behavior while working within significant constraints.
📊 Data-Driven Design: Starting with Evidence
Unlike traditional design processes, I started with data before sketching a single wireframe. Working with product strategy, credit, and analytics teams, we:
🎯 Identified our target segment through customer behavior analysis:
Reviewed transaction patterns in our Business Rewards Account (BRA)
Identified customers who maintained large idle balances or showed frequent short-term deposits and withdrawals
These patterns indicated potential need for overdraft flexibility
🔎 Analyzed customer pain points through:
Historical customer service logs
Relationship Manager (RM) notes
Competitor product analysis
This revealed three key concerns:
1️⃣ Fear of hidden costs → Overdrafts were seen as unpredictable and expensive
2️⃣ Uncertainty about eligibility → Business owners didn't want to risk rejection
3️⃣ Slow access to funds → Many needed capital immediately, not after lengthy approval
📏 Created a measurement framework with clear metrics:
Expression of interest rates
Application completion rates
Time-to-completion
Drop-off points
Customer satisfaction
🔍 Competitive Landscape: Finding Our Edge
I conducted a thorough competitive analysis across key dimensions:
Provider UX Strengths UX Weaknesses High Street Banks Trust, comprehensive offerings Complex applications, slow decisioning Neobanks Mobile-first, simple interfaces Limited lending products, eligibility concerns Alternative Lenders Speed, simple criteria Higher rates, limited integration with banking Specialist Fintech Integration with accounting software Fragmented experience, separate from banking
This analysis revealed an opportunity to position our product between traditional banks (which offer security but lack speed) and alternative lenders (which offer convenience but at higher costs).
💡 POC Strategy: Learning Before Building
For the POC, I focused on creating a low-friction way to "register interest"—giving businesses a chance to explore overdrafts without the immediate pressure of applying.
🛠️ The Approach
I designed the POC as a strategic learning exercise with two key customer touchpoints:
🖥️ Digital Touchpoints:
A product page widget inside the BRA account
A standalone landing page built in HubSpot (for speed and flexibility)
📣 "Express Interest" CTAs designed to:
Build a waitlist of interested customers
Provide preliminary eligibility screening
A/B test different messaging approaches
📈 Key Features:
✔️ Eligibility → Clear pre-qualification criteria upfront
💰 Pricing & Fees → Interactive fee calculator to eliminate ambiguity
🔄 Ease of Use → Simple "Register Interest" CTA, reducing first-step friction
📊 Measuring Success
We established analytics tracking for:
Click-through rates (over (N)% on the dashboard widget)
Drop-off points on eligibility questions
Conversion rates to sign-up
Language effectiveness (e.g., "Get flexible credit" outperformed "Apply for an overdraft" by (N)%)
The POC ran for (N) weeks with visibility to (N) randomly selected BRA customers. Results were compelling:
🚀 (N)% of visitors to the landing page registered interest—a strong signal of demand
🚀 (N)% of sign-ups came directly from the newsletter—validating education-first messaging
🚀 Users who engaged with the overdraft calculator were (N)x more likely to register interest—proving transparency drove confidence
🎯 The Central Design Challenge: Diverse Customer Capabilities
As we moved into Phase 1, we faced a critical challenge: SMEs needed to provide high-quality financial data, but our target customers had vastly different technical capabilities and comfort levels.
Some used accounting software like Xero or QuickBooks. Others relied on spreadsheets. Many were hesitant to connect their bank accounts digitally. Yet the Credit team needed structured data, Risk required consistency, and Product wanted a digital-first experience.
We stood at a crossroads: force one path and risk drop-off, or offer flexibility and accept implementation complexity?
🧭 My Decision Framework
To resolve this ambiguity, I followed a three-pronged decision model:
👥 User Evidence – What were users telling us, directly and indirectly?
📊 Business Risk & Value – What were the implications of missed opportunities vs. bad debt?
🔄 Future Scalability – What decision would allow evolution without creating UX debt?
🛠️ The Solution: Progressive Integration
I designed for progressive integration—giving users control through multiple data submission paths:
✅ Primary Path: Connect Open Banking or accounting software
✅ Secondary Path: Upload financial documents manually
✅ Tertiary Path: "Remind Me Later" with notification follow-up
This approach:
Reduced immediate drop-off by not overwhelming users with mandatory tech steps
Served digitally hesitant users while still validating demand
Captured enough structured data to build our internal model incrementally
Set a precedent for intelligent defaults and fallback UX patterns
🚩 Identifying & Resolving Friction Points
Spotting Critical Friction: The Accounting Connection
During Phase 2 testing, I noticed a significant friction point through behavioral analytics:
Users were stalling for (N) minutes on the accounting software connection step
Session recordings showed hesitation, repeated cursor movements, and exits
Through interviews with RMs and users, I discovered the issue wasn't technical—it was emotional and trust-based. Users weren't sure:
Why we needed access to their accounting software
What specific data would be pulled
Whether access was temporary or permanent
What benefit they would get from connecting
🛠️ Resolving the Friction
I redesigned the integration moment around clarity, reassurance, and control:
💬 "Why We Ask" Context Card A collapsible explainer panel using plain language: "We'll use this to review your cash flow and approve your overdraft faster—no manual uploads needed."
👁️ Visual Data Preview An infographic-style snapshot showing examples of data fields we'd access—like turnover, expenses, and net income
🔒 Security & Privacy Label A trust signal below the CTA: "We only use read-only access. You can revoke permissions at any time."
📤 Fallback Path with Manual Upload For those still uncomfortable, a gentle fallback to upload financial statements manually
📈 The Impact
These changes delivered measurable improvements:
Integration success rates improved by (N)% in the second pilot wave
We saw a (N)% reduction in drop-off at the accounting connection step
RMs reported fewer handover questions and support escalations
User feedback validated the approach: "I appreciated that it didn't feel like a black box. It told me why, and that made me feel in control."
🧪 Testing & Iterating Through The Pilot
🚀 Phase 1: Closed Pilot Structure
Phase 1 was structured as a closed pilot with (N) customers, split into two iterations:
V1: (N) customers in the first iteration (manual onboarding, no open banking)
V2: (N) customers in the second iteration (with open banking integrations)
I established clear instrumentation for every design element:
CTA clicks and engagement
Form completion and drop-off points
Integration success rates
Time spent on each step
📊 Data-Driven Improvements
The data directly shaped our design iterations:
🔄 Example 1: Application Abandonment Patterns
Observation: Applications taking >(N) minutes had higher abandonment for integrating accounts
Solution: Broke journey into smaller steps with progress indicators and save functionality
Result: Completion rates improved by approximately (N)% between V1 and V2
🔄 Example 2: Document Upload Confusion (Phase 3)
Observation: High drop-off during manual document uploads
Research: Users were uncertain which documents were acceptable
Solution: Added document type examples, file size guidelines, and upload status indicators, Leveraging AI to guide users for document uploads
🧩 Key Design Components
1. 📱 Progressive Disclosure of Requirements
Rather than overwhelming users with all requirements upfront, I implemented progressive disclosure:
Step-by-step guidance through the application process
Clear progress indicators showing completion status
Just-in-time information about upcoming steps
UX Trade-offs:
Multi-step approach vs. single comprehensive form
Information density vs. clarity
Guidance level based on user progress and behavior
2. 🔍 Transparent Eligibility Framework
I created an eligibility framework that:
Set clear expectations about qualification criteria
Provided real-time feedback on application strength
Explained the reasoning behind declined applications
Design Challenges:
Translating complex credit policies into understandable UI
Balancing transparency with commercial sensitivity
Creating patterns that worked for both approvals and rejections
3. 🧠 Adaptive Form Intelligence (scoped for later)
The application adapted to user input and behavior:
Prefilled known information from existing accounts
Simplified questions based on previous answers
Adjusted validation rules based on business type
Implementation Considerations:
Technical limitations of form state management
Graceful handling of edge cases
Appropriate use of defaults vs. explicit selections
🎨 Design System & Pattern Library
🧩 Extending the company's Design Language
I extended the company’s existing design system to accommodate new patterns needed for lending:
🧱 New Component Development
Multi-step form containers
Financial connection interfaces
Document upload components with verification states
Eligibility visualization elements
🔄 System Integration
Maintained consistency with core banking experience
Created contextual entry points from existing interfaces
Established transition patterns between banking and lending
📚 Documentation & Scalability
Created component specifications for development
Documented usage guidelines for future products
Established reusable patterns for subsequent lending products
📈 Results & Impact
📊 Measurable Outcomes
The data-driven approach delivered clear results:
(N)% of users in V2 successfully completed onboarding
(N)% faster application completion compared to V1
Over (N)% utilization of overdraft limits—proving product-market fit
Significant reduction in support tickets and RM escalations
💼 Business Impact
Beyond metrics, the design work:
Established a foundation for the company’s lending strategy
Created reusable patterns for future credit products
Built customer trust through transparent, user-centered experiences
Positioned compamncompetitively in the SME lending space
💭 Reflections & Learnings
🌟 Key Design Principles
This project reinforced several core principles that continue to guide my work:
📊 Data should drive design from day one Starting with user and business data—before wireframing—ensures solutions are grounded in reality.
🔄 Design for adaptability, not just current state Creating flexible systems that can evolve is more valuable than optimizing for a single use case.
⚖️ Balance is better than perfection Finding the optimal balance between competing needs often delivers better outcomes than pursuing perfection in any single dimension.
🔍 Progressive disclosure builds confidence Breaking complex processes into digestible steps with clear guidance helps users navigate complexity.
🛣️ Always provide a path forward No matter what situation a user encounters, they should always have a clear next step.
🎭 Personal reflection
As a senior designer, my responsibility extended beyond creating screens to:
Translating between business, technical, and user needs
Making strategic decisions based on incomplete information
Designing for both immediate implementation and future evolution
Creating systems and patterns, not just isolated interfaces
🏁 Conclusion
The Business Overdraft project wasn't just about introducing a product—it was about changing the perception of SME lending. By starting with data, designing for flexibility, and iterating based on real-world usage, we created a product that delivered value to both users and the business.
By running a data-driven, user-first POC, we were able to:
✅ Validate real demand before committing to a full-scale launch
✅ Refine the experience based on actual user behavior
✅ Prove that trust and transparency are the real differentiators in SME lending
The true success wasn't just in the metrics achieved, but in establishing design patterns and principles that continue to shape the company’s product ecosystem. This project showcases the strategic impact of user-centered design when applied to complex business challenges—creating experiences that balance user needs, business objectives, and technical realities.