FinTech · B2C · 2M+ MAU

DoZarplaty

+18% conversion to application, online loans 52% → 98%. The product survived the shutdown of the office network.

TL;DR

+18% conversion, online loan share 52% → 98%

01Reworked the application flow — removed duplicate steps, simplified forms, rebuilt scoring logic on the UX side
02Built a design system covering web, mobile web, and apps — it sped up launching new products
03Led a team of 12: product designers, researchers, graphics

Before

The core product — a microloan service with a network of 100+ physical offices. 48% of applications went through offline, and getting the money took anywhere from an hour to a day. The pandemic and office closures forced the business into a pivot.

The task

Rework the online application flow so a client gets a loan in minutes without an office visit. In parallel — raise conversion at each step and build a design system.

What I did

Researched the pain at each application step. Reworked the flow: removed repeating steps, simplified forms, rebuilt the UX logic of scoring. Introduced a design system with tokens and components. It covered web, mobile web, and native apps. Led a team of 12: product designers, UX researchers, graphic designers.

Result

+18% conversion to completed application. The online loan share grew from 52% to 98% — the company closed over 100 physical offices without losing volume.