November, 2021
Reinvigorating Brand Engagement to Boost Conversions
Launching Cashboost: A new brand strategy powered by user insight, interaction design, and CRO.
The Challenge
Our flagship brands, Little Loans and Clever Loans, were showing signs of brand fatigue—both in user engagement and conversion data. Despite consistent product performance, user trust and attention were declining. We needed to understand why, and more importantly, what to do about it.
My Role
As Senior Product Designer, I led the qualitative research, co-created the brand and UX strategy for new products, and worked closely with developers to deliver a more engaging, high-converting experience.
What We Found
After weeks of customer surveys, interviews, and on-site behaviour tracking, a pattern emerged:
Users believed that newer brands offered smarter tech and better loan decisions.
To them, a fresh brand suggested newer algorithms, faster experiences, and better chances of approval—even if the core offering was the same.
This insight gave us permission to experiment.
The Strategy
We launched a new brand called Cashboost, designed from the ground up using our learnings in:
User perception of trust & innovation
Conversion-rate optimisation (CRO) tactics
Subtle microinteractions and feedback loops
The goal wasn’t just a facelift. It was to create a lean, purposeful brand experience that felt modern, fast, and credible—right from the first click.
What I Designed
A focused, mobile-first UX with microinteractions to guide progression and reduce hesitation.
A refined form flow based on our top-performing patterns.
Microcopy and UI text to reinforce trust, speed, and clarity.
A modular design system to support rapid brand deployment (useful for future experiments too).
The Impact
Cashboost launched with a tight feedback loop between design, data, and marketing.
🚀 Result:
We achieved an 11% uplift in conversion rate and lead generation—solely from the new brand and UX approach.
And more importantly, it validated our research: perception can outperform product parity.
