Problem
Our flagship brands, Little Loans and Clever Loans, were showing signs of brand fatigue — in both engagement and conversion data. Despite consistent product performance, user trust and attention were declining. We needed to understand why — and what to do about it.
What we found
Users believed newer brands offered smarter tech and better loan decisions. A fresh brand suggested newer algorithms, faster experiences, and better approval odds — even when the core offering was identical.
Weeks of surveys, interviews, and on-site behaviour tracking surfaced this pattern — and it gave us permission to experiment.
What I designed
We launched Cashboost, built from the ground up on learnings in trust perception, CRO tactics, and microinteraction design. Not a facelift — a lean, purposeful brand experience that felt modern, fast, and credible from the first click.
- A focused, mobile-first UX with microinteractions guiding progression and reducing hesitation.
- A refined form flow based on our top-performing patterns.
- Microcopy reinforcing trust, speed, and clarity.
- A modular design system supporting rapid brand deployment for future experiments.
Outcome
An 11% uplift in conversion rate and lead generation — solely from the new brand and UX approach. Perception can outperform product parity.