Younited — A credit application journey people actually finish

Younited is a European instant-credit fintech. It was launching the first version of its mobile app. Applying for credit means answering sensitive financial questions on a phone, often in a single sitting.

In this context, every ambiguous field and every step where you feel lost turns into a drop-off, and every drop-off is lost revenue. The brand also had to convey clearly more modernity and trust than a traditional bank. Two constraints made the exercise demanding: no mobile-specific user feedback existed yet, and there was little room for innovation. The problem to solve: make the existing product simple, consistent and reassuring on a small screen, without reinventing it.

• Make up for the lack of mobile feedback. With no mobile-specific user feedback available, a benchmark of competing apps made it possible to build on habits customers already have.
• Keep the web’s familiar landmarks. The web design system was adapted to mobile so that customers find the same logic and the same brand in the app as on the website: trust must not be lost when switching screens.
• Listen to applicants where they hesitate. Test sessions pinpointed the exact moments where hesitation and worry arise.
• Remove doubt on sensitive questions. The microcopy around the most difficult financial questions was rewritten to reduce hesitation and errors: the friction came from uncertainty.
• Never leave the applicant lost. Visible progress throughout the application: everyone knows where they stand and what is left to do.
• Extend trust after approval. Loan tracking designed for mobile, so borrowers stay informed simply, without having to search.
• Turn listening into decisions. Participant feedback was synthesised into prioritised recommendations, ready to be validated through A/B testing, together with product and engineering.