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ONLINE SJEDNÁNÍ SPOTŘEBITELSKÉHO ÚVĚRU
CASE 01
Role
UX & Service Designer. 4.5 years at KB, doing UX for the whole Consumer Financing tribe (loans, credit cards, overdraft). On this flow I own UX and service design.
Team
We prepared the design together with a service designer, the legal and compliance teams, and development.
Output
Two complete online flows — Personal Loan and Loan Consolidation.
Challenge
Taking out a loan is one of the most nerve-racking moments a person goes through online. It's about money. A commitment for years. A quiet fear: "am I making a mistake?" And jargon most people don't really understand.
Meanwhile, the bank promises its product as fast, clear and requiring no trip to a branch. My task was to make that promise real — to design the online loan application so that people feel control, clarity and trust the whole way through. Not anxiety.
The brand promise is "fast and clear". My job was to make sure people actually feel it — exactly at the moment they're deciding about money.
Approach
We built on data and on how people actually behave.
Design thinking workshops
Facilitating and bringing business, legal, compliance and development together in one direction.
Qualitative & quantitative testing
Not impressions, but verified behaviour.
Continuous design
We keep iterating the design based on production data, even after launch — not just before it.
A calculator that thinks like a human
Tests showed that people don't think about a loan the same way. Some start from the amount they want. Some from the term. And some from how much they can afford monthly. We designed a calculator with three inputs, where people can calculate from any of them.
The bank has one logic in its system. People have three.
Fewer screens in difficult terrain
In close cooperation with the legal and compliance teams, we reduced the number of screens in the application. "Simplicity" isn't made here by adding — it's made by negotiating with regulation about what really has to be visible and when.
Making a regulated process light is a craft in itself.
Guidance instead of rejection
The most anxious moment of the whole flow is a rejection. I focused on making sure that at this moment the client doesn't feel a closed door, but gets a clear and human direction on what to do next.
We turn the hardest moment into guidance, not an ending.
Document upload — where colour changed behaviour
From production data we knew people upload documents wrongly when proving income. We redesigned the "what I can and can't upload" screen — and the test showed something seemingly small yet essential.
This is where UX meets brand: a visual decision that changes behaviour.
Principle
The same screen works completely differently with coloured icons.
Before — black & white
It has to be read. Until people understand what each icon means, they lose time — and anxiety grows.
After — coloured
Green says "this is fine", red says "careful, not this". It speaks before you can read it. Colour here isn't decoration — it's an instruction.
Result
The whole application happens online, the client doesn't need to visit a branch.
The "fast and clear" promise is now real — the client takes out a personal loan entirely online, without a branch, with control and calm at every step.
Loan consolidation
Consolidation where we also handle the transfer of loans from other banks for the client — again without visiting a branch. We tested both qualitatively and quantitatively. And one of the decisions nicely shows how close UX and language are: how to name it — consolidation or merging? We didn't pick one. We used both, each where it makes sense.
Tab — product list
Consolidation
The professional term as an anchor — that's what people search for, and it sounds trustworthy in banking terms. But right below it, a human sentence takes over.
"Merge your loans up to CZK 2,500,000"
After the click — the intro screen
Loan consolidation
Inside, where people need calm rather than jargon, human language takes over.
One word decides whether a person feels trust or resistance. That's tone of voice in practice — and also a UX decision about when and with which word you guide a person.
What this says about me
Looking back, in this regulated, nervous and jargon-heavy process, decisions were made at the intersection of UX and brand at once. Customer journey, UX thinking and language went hand in hand — one wouldn't work without the other.
How to guide a person through the whole flow. What to show and when. What colour an icon has. How to name a thing. Whether we turn a "no" into a "yes, like this".
I design things that stand on human psychology and on language.
Together with the team we turned a bank loan into a human thing — and this is exactly where you can see how close UX and brand are.