Crossroads was looking to provide an internal lending sales tool for their credit officers and sales reps in order to improve efficiency of data collection, automate credit checks and risk analysis, and streamline funding decision-making.
I served as the product designer, handling UX research, synthesis, UX/UI design and user testing as well as assisted in product management.
Following a heuristic UX audit of their initial POC, I did multiple rounds of user research, including interviews with end-users and key stakeholders. We identified and synthesized key user benefits.
Then I did multiple rounds of iterative designs for their lending sales product and delivered a clickable prototype using Figma for both mobile and desktop.
I did dozens of moderated user tests, which led to key changes, made the product more user-centric and surfaced missing new features for unmet needs. I worked with the engineering team to build the product on top of SalesForce and their existing systems.
Demo of Prototype / POC available upon request