Cal - Quick Loan Process
Transforming a complex financial journey into a calm, human centered mobile experience
Role: UX Designer
Platform: Mobile, Desktop, Web
Tools: Figma
Cal
Quick Loan Process
Project Overview
Building Trust in Digital Finance
The project aimed to redefine Cal's Quick Loan process, an instant digital loan available to customers. Previously, the process was only accessible through a call center or a non responsive website, creating a technical and impersonal experience.
The main goal was to bring this flow to mobile, transforming it into a human, calm, and secure journey that allows users full control over one of their most sensitive financial actions: taking a loan. The experience was designed according to distinct personas, with subtle contextual adjustments based on users' digital confidence and financial backgrounds.
The project aimed to redefine Cal's Quick Loan process, an instant digital loan available to customers. Previously, the process was only accessible through a call center or a non-responsive website, creating a technical and impersonal experience.
The main goal was to bring this flow to mobile, transforming it into a human, calm, and secure journey that allows users full control over one of their most sensitive financial actions: taking a loan. The experience was designed according to distinct personas, with subtle contextual adjustments based on users' digital confidence and financial backgrounds.
Background and Problem Definition
The Problem
Initially, the loan process existed only in the call center and through a desktop website that wasn't mobile responsive. This created significant barriers for users who wanted to manage their finances on the go, and the interface lacked the warmth and guidance needed for such a sensitive transaction
Poor Accessibility
Loan process only available via call center and non responsive desktop site
Loan process only available via call center and non-responsive desktop site
Mobile Gap
No mobile-friendly solution while users expect phone based financial management
No mobile-friendly solution while users expect phone-based financial management
Fragmented Experience
Technical and impersonal flow frustrating users across touchpoints
Technical and impersonal flow is frustrating users across touchpoints
The Vision
Not to simply port existing flows but to create new, human-centered experiences,
turning stressful financial actions into simple, transparent, and emotionally safe interactions
Not to simply port existing flows but to create new, human-centered experiences,
turning stressful financial actions into simple, transparent, and emotionally safe interactions
Meet the Users
User Research
Three distinct personas representing different levels of digital confidence and financial needs
User Research
Meet the Users
Three distinct personas representing different levels of digital confidence and financial needs
Age: 47
Purpose: Home renovation and car expenses
Digital Confidence: Medium
Behavior:
Cautious, reviews all details, consults spouse
Need:
Transparency, control, and reassurance
Married with two children, Self-employed
Eran
Age: 47
Purpose: Home renovation and car expenses
Digital Confidence: Medium
Behavior:
Cautious, reviews all details, consults spouse
Need:
Transparency, control, and reassurance
Married with two children, Self-employed
Eran
Age: 29
Purpose: Overdraft coverage and vacation
Digital Confidence: High
Behavior:
Prefers short, straightforward steps, seeks clarity
Need:
Simplicity and automation
Young Employee
Noa
Age: 29
Purpose: Overdraft coverage and vacation
Digital Confidence: High
Behavior:
Prefers short, straightforward steps, seeks clarity
Need:
Simplicity and automation
Young Employee
Noa
Digital Skeptic
David
Age: 55
Purpose: Urgent medical expense
Digital Confidence: Low
Behavior:
Reluctant to use apps, seeks human validation
Need:
Confidence, personal support, and certainty
Digital Skeptic
David
Age: 55
Purpose: Urgent medical expense
Digital Confidence: Low
Behavior:
Reluctant to use apps, seeks human validation
Need:
Confidence, personal support, and certainty
Research & Insights
Key Findings
Competitive analysis was conducted against MAX and Isracard, focusing on loan step presentation, emotional tone, and microcopy clarity
Users seek trust and simplicity, not sales tactics
Transparency directly affects perceived credibility and conversion
A short five-step process reduces stress and boosts completio
Calm and neutral microcopy builds user confidence in financial decisions
Future Opportunities
Expand to a dedicated loan management area
Introduce smart repayment suggestions based on user behavior
Add human or AI chat for real-time reassurance
Enable direct payments via Cal Digital Wallet
Expand to a dedicated loan management area
Introduce smart repayment suggestions based on user behavior
Add human or AI chat for real-time reassurance
Enable direct payments via Cal Digital Wallet
Design Principles
UX Process and Solution
The goal was not to push the user toward a specific choice, but rather to enable them to make that choice confidently and calmly
Neutral, choice-driven experience
No aggressive offers or language that directs the user's decision
Calm and trustworthy microcopy
For example: "Your choice will not affect your loan terms"
Reducing stress and creating certainty
A linear, clear five-step flow that simplifies decision-making
Progressive Disclosure
Presenting information gradually to prevent overload and strengthen trust
Mobile vs Desktop Approach
Mobile vs
Desktop Approach
Mobile Solution
Users on mobile have limited attention and screen space. Four different credit-related options were grouped under one unified action button called "Credit Solutions" .
This structure reduced cognitive load and decision friction, allowing users to start from a single intuitive entry point.
Users on mobile have limited attention and screen space. Four different credit-related options were grouped under one unified action button called "Credit Solutions" .
This structure reduced cognitive load and decision friction, allowing users to start from a single intuitive entry point.
Desktop Solution
The same options were presented more visibly and separately within a top action menu on the homepage. The larger layout allowed clearer visibility and deeper context per option.
This supported users with more time and a preference for detail, maintaining the same conceptual logic but adapting the information density.
The same options were presented more visibly and separately within a top action menu on the homepage. The larger layout allowed clearer visibility and deeper context per option.
This supported users with more time and a preference for detail, maintaining the same conceptual logic but adapting the information density.
Mobile view
Mobile view
Desktop view
Desktop view
Reflections
Learnings & Insights
What Worked Best
A holistic design approach integrating business, regulation, and empathy
Microcopy that reduced anxiety while reinforcing trust
A structured five step journey that created psychological safety
Seamless adaptation between mobile and desktop without breaking user logic
A holistic design approach integrating business, regulation, and empathy
Microcopy that reduced anxiety while reinforcing trust
A structured five-step journey that created psychological safety
Seamless adaptation between mobile and desktop without breaking user logic
Main Challenges
Regulatory constraints demanded legal alignment for every text change
Balancing uncertainty with control: giving clarity without overwhelming detail
Building trust in digital finance for skeptical users
Maintaining consistency across devices while preserving contextual optimization
Regulatory constraints demanded legal alignment for every text change
Balancing uncertainty with control: giving clarity without overwhelming detail
Building trust in digital finance for skeptical users
Maintaining consistency across devices while preserving contextual optimization
What I Would Do Differently
Conduct earlier usability tests for emotional trust barriers
Track emotional KPIs such as trust and confidence alongside task completion
Add light personalization such as prefilled options or loan range hints
Conduct earlier usability tests for emotional trust barriers
Track emotional KPIs such as trust and confidence alongside task completion
Add light personalization, such as prefilled options or loan range hints
Key Takeaway
In fintech, confidence is design currency.
A good flow doesn't just move users through steps it lowers stress, builds trust, and assures them that Cal stands with them, not above them
Key Findings
Research & Insights
Competitive analysis was conducted against MAX and Isracard, focusing on loan step presentation, emotional tone, and microcopy clarity
Users seek trust and simplicity, not sales tactics
Transparency directly affects perceived credibility and conversion
A short five-step process reduces stress and boosts completion
Calm and neutral microcopy builds user confidence in financial decisions
Design Principles
UX Process and Solution
The goal was not to push the user toward a specific choice, but rather to enable them to make that choice confidently and calmly
Neutral, choice-driven experience
No aggressive offers or language that directs the user's decision
Calm and trustworthy microcopy
For example: "Your choice will not affect your loan terms"
Reducing stress and creating certainty
A linear, clear five-step flow that simplifies decision-making
Progressive Disclosure
Presenting information gradually to prevent overload and strengthen trust