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A corporate project with Yubi (formerly CredAvenue)
A new feature was built with very minimal references which helped automate the manual CAM document creating process
A new feature was built with very minimal references which helped automate the manual CAM document creating process
A credit analysis memorandum (CAM) is the starting point of an organized and officially documented appraisal of a loan proposal. It kick-starts a formal process of structuring and packaging a loan request for bank management's approval. Writing a CAM is the most demanding assignment for credit analysts. Without a CAM, making any meaningful decision on major credit requests, would not be easy.
My Role: I worked as a product designer along with other stakeholders. I handled every step of the design process, from UX research to developer handoff.
Process Duration: 2.5 months
Process Duration: 2.5 months
Design Deliverables: Web platform - UX Research, Wireframes, Visual Design, Prototype, Testing, Developer Handoff & QA Monitoring
Design Deliverables: Web platform - UX Research, Wireframes, Visual Design, Prototype, Testing, Developer Handoff & QA Monitoring
Project Stakeholders(Internal): Product Managers, Engineering & Data analytics team, Business Team, Internal Customer Support team
Project Stakeholders(Internal): Product Managers, Engineering & Data analytics team, Business Team, Internal Customer Support team
The Business Problem
The Business Problem
CAM document is reviewed by the investors to determine a borrower's credit profile which helped to take a decision of loan approval. This document had to be manually prepared by our internal teams and users (credit risk managers). It was a very lengthy and time-consuming process which increased the turnaround time for the process of borrower’s profile evaluation.
Business Goals & Objectives
Business Goals & Objectives
To automate the process of generating a CAM format through our platform.
Easing the turnaround time of generating the CAM format by the internal team and our users.
Enabling various customizations on financial documents based on different user levels.
Enabling users to access and modify the line items inside the CAM format as per financial years.
The 'DEAL BREAKER' for us
The 'DEAL BREAKER' for us
We were building something which was completely new, and none of our competitors had this feature so it was a very crucial feature for us to do the user research and explore on the concept ideation.
Our Target Users
Our Target Users
External Users: Cred Risk Analysts, Bank Admin Users, Chartered accountants, Investors
Internal Users: Backend data verification team of our company
8 User interviews conducted
8 User interviews conducted
Following questions were asked
What do bankers mean by the phrase Credit analysis memorandum?
Why is a CAM such a critical document for bank lending in emerging markets?
What are the components of a typical CAM?
How should loan officers prepare a CAM to sustain its significance as the basis of bank lending decisions in emerging markets?
What qualities should loan officers who prepare CAMs possess?
As usual, there were challenges
As usual, there were challenges
There were limited design references, so I had to iterate and take a lot of feedback from our stakeholders
The features thought by the product team kept on increasing
The feature was going to be used by many different users so we had many of use cases
Total 3 entities and 6 use cases
The major goal was to make it highly customized but we had less time
Suggestion which i gave and was considered by the product team
Suggestion which i gave and was considered by the product team
Building the product in phases iteratively and prioritizing the features by conducting user testing
Time for sketching before starting with digital wireframes
Time for sketching before starting with digital wireframes
Sketching helped me to quicky visualise the design options and put down my thoughts on paper
Digital Wireframes
Digital Wireframes
There were many iterations done during the design process on wireframes. Some design decisions taken were based on visibility of edit option, re-ordering line items in CAM format etc.
Version 1
Version 2
Version 3
1st version fo visual designs
1st version fo visual designs
The users should be able to add financial items which will then appear in the downloaded CAM format
Changes based on feedback and user validation
Changes based on feedback and user validation
These were some of the feedback received from product/ business and user groups
Design constraints
Design constraints
Time was a major constraint as we wanted to roll out this feature at the earliest, on the other hand there were very minimal design references for this kind of solution.
A major design decision that was challenging
A major design decision that was challenging
I came up with the idea of carousels for showing the personal CAM format tabs next to the main format tabs, instead of placing them in the bottom or right.
Previous versions of design with segregated main and personal CAM format tabs
New version of design with carousel for main and personal CAM format tabs
Finally, we arrived at Phase 1 of Visual Designs
Finally, we arrived at Phase 1 of Visual Designs
These were the final designs selected for user testing after resolving all edge cases
Click on below video to view hi-fidelity wireframe prototype which was used for User Testing
Cam prototype.mp4Some of my other design decisions taken while designing this feature
Some of my other design decisions taken while designing this feature
Add and Remove icon placements
Clear display and understanding of primary and personal CAM formats
Re-ordering button icon design
Whether to keep the edit button or not ( the product team had different opinions)
Preview option to be given or not.
The UX copy should convey the right meaning- I had to do a lot of refinements.
Visual design : Designed new components
Visual design : Designed new components
The carousel components were designed from scratch. The challenge here was to show different states of active, selected, open carousel tabs
Changes made in the Phase 1 designs after user testing
Changes made in the Phase 1 designs after user testing
From user testing via Maze we understood that the visual cue was missing when there was no item added or removed . So i designed a preview illustration for this use case. Also there was confusion with 'add all' and 'remove all' buttons, initially it was a checkbox, but then having it as a button made more sense.
'Add all' usecase
'Remove all' use case
Outcomes
Outcomes
This was a feature build from scratch. So results measurement was in progress. Feedback and iterative approach was used to make it more user friendly
The metrics that we were tracking through various tools:
No of successful downlaods of CAM templates
Success rates of task completion- setting default cam
Learnings
Learnings
One of my most challenging projects as it has many use cases for different types of users
Design process needs to be adapted as per scenarios or context , there is no one textbook process that fits all
I learnt how to consider various edge cases while designing for different user scenarios
My prototyping skills were enhanced as there were many iterations tested and we successfully executed the pilot phase of this application.
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