RollingFunds - Fintech SaaS
Taking out a loan feature for small businesses through RollingFunds
RollingFunds
Client
RollingFunds
Year
2019-2022
Scope of work
UX - UI - Front end coding
Tools used
Adobe XD, Photoshop, Visual Studio, Hotjar
Introduction
RollingFunds is a French fintech company that offers financing services to small and medium businesses through its network of partners.

To do so RollingFunds operates on a B2B2B model, the start-up partners up with big businesses or institutions to offer their clients ( primarily SMEs ) an easier access to working capital and bespoke financing services.

I joined RollingFunds in January of 2019 as the founding UX/UI Designer and was in charge of the overall user experience and interface design of their SaaS. The RollingFunds web app is the platform upon which the VSEs and SMES can access the financing services.

My work during my tenure at RollingFunds was quite extensive and multidisciplinary, even if my main role was that of a Product and Web Designer, in this case study, I will focus on one of the financing services that RollingFunds offers out of its catalog:‍ taking out short term loans for businesses.
The Problem
Creating an easy-to-use platform that streamlined the loan application process, while also providing a high level of security and compliance.
Research
Design trends & competitive benchmark

Time frame constraints as well as pressure by the co-founders to meet deadlines  made it difficult for me to conduct extensive user research, nevertheless I managed to do a competitive analysis to see not only the strengths and weaknesses of competitors but also monitor good design trends and practices on the market.

I also conducted two stakeholder interviews with the co-founders of the company to understand their initial vision of the product, their goals and also any business or legal constraints that may have impacted my design decisions.
Ideation
App Map

I began by sketching out several concepts for a loan service. From these sketches, I developed more detailed wireframes on Adobe XD, which allowed me to experiment with different layouts, features, and functionalities. To better understand the user experience, I created user flows, which showed how a user would interact with the service, step by step.
It’s important to note the multitude of other features and pages that must be developed in addition to the main loan application page when creating and designing the RollingFunds SaaS. Developing this loan service also implied creating features for restructuring, reimbursing and reporting loan payments. The ability to view or download documents or contracts is also required.

All of these page and features must be displayed and accessible to the user in a clear manner, thinking of the information architecture and the structure of the app beforehand was crucial for the development of this project.
Wireframing

I began by sketching out several concepts for a loan service. From these sketches, I developed more detailed wireframes on Adobe XD, which allowed me to experiment with different layouts, features, and functionalities. To better understand the user experience, I created user flows, which showed how a user would interact with the service, step by step.
The Solution
R-Credit is the trademarked name of the business loan application feature offered by RollingFunds. Thanks to the previous research and ideation phases, I now knew how we wanted to structure the service to ensure the best user experience possible while complying with financial regulations.

I decided to divide the loan application process into four steps, each needing to be completed for the user to validate his obtain his business loan.
Design: Loan application process
New loan application

The first step is the “New Loan Application” page. It is composed of two horizontally aligned cards, one is for the user to select his loan parameters and choose how much money he would like to borrow, this can either be done via the slider or by directly entering the wanted amount in an input field. The second card simulates the terms of the loan in real time depending on the parameters that the user changes.
Identity Validation

In the second step, the user has to go through a KYC verification, he needs to validate his identity before continuing the loan application process. To do so he clicks on the CTA ‘Validate my identity’ where he is redirected to another page of the RollingFunds app. From there he begins his identity validation process, done entirely through his mobile phone where he is asked to take a selfie and a picture of his passport or ID card. Once his identity is validated he is automatically redirected to the next step.
Beneficial Owner Declaration

To ensure compliance with financial and anti money laundering regulations, the user has to fill a form where he declares a person or an entity that owns or controls the company that will benefit from the loan, even if their ownership or control is not immediately apparent. The user can add multiple beneficiaries if needed.
Contract and signature

The user reviews the terms of the contract that has been generated digitally. He scrolls down and finishes reading until the end. After having read the contract in its entirety, he accepts the terms and conditions and enters a verification code received by SMS. Finally he signs the contract with his pointing device.
A polished UX
Dynamic status and information in the dashboard

RollingFunds uses machine learning and algorithms to analyze a business's financial data and provide instant information to the user on whether or not he’s eligible to apply for a loan and if so what his borrowing capacity is. Thanks to this, contextualized loan status cards are available directly on the dashboard/home page of the RollingFunds app.
Responsive components and pages

Upon analyzing the analytics reports of our platform, I found that nearly half of the RollingFunds users accessed the services through mobile devices such as smartphones and tablets. This highlighted a discrepancy as RollingFunds was initially designed for use on computers and large screen devices. To address this issue, I recommended a series of improvements and component changes specifically targeted towards optimizing the user experience for smartphone users. ‍

To improve the user experience, we have made the Next Button/Confirmation Buttons more accessible by placing them within the thumb zone and in a fixed position, eliminating the need for users to scroll all the way to the bottom of the page to locate a Call to Action (CTA).

A back button to return to the previous step of the loan process has been added as well. If the user clicks the input field to enter the amount he wants for a loan, a numerical keyboard appears ‍

The slider has been modified for small screen users for better usability and accessibility. The slider’s thumb is now bigger for smartphone users using their fingers as a pointing device to interact with the product.
Complementary features for user control and monitoring

Other features were created in conjunction with the main R-Credit loan application page, these features complement the main R-Credit feature and gives users control over their ongoing loan, thanks to the restructuring, reimbursing and reporting the payment options.  
 Other than the the loan management services mentioned, loan history, the ability to view or download documents or contracts, as well as an option for the user to synchronize his business  bank account(s) directly on RollingFunds.
Design System
Coding a design system website from scratch

Building a design system for RollingFunds proved to be essential after two years of scaling-up. The company had tripled the size of its engineering and development team. This meant that the product was getting developed much quicker than before and that the developers had no common style or documentation to refer to while coding.

On top of the UI toolkit I had on Adobe XD, I migrated it to Figma to make it easier to collaborate and work with other designers. I then coded and hosted RollingFunds’ design system online, separated into three categories; brand elements, components and templates.
Results
The final product was a user-friendly loan application service that offered a streamlined approach to securing loans for businesses. R-Credit received positive feedback from users, who appreciated the speed and simplicity of the loan application process.

The design solution met the objective of creating an easy-to-use service that provided a high level of security and compliance. RollingFunds had lent over millions of euros to european SMEs using R-Credit.