IOU Financial -
A Faster, Smarter Loan Application

IOU Financial acquired a merchant lending company but inherited a loan application built for the wrong user on the wrong device. The existing flow was desktop-first, untracked, and designed around wholesale clients — not the small business owners who actually apply on their phones between customers. As the sole product designer, I led the end-to-end redesign: research synthesis, mobile-first UX strategy, interaction and visual design, and developer handoff across mobile and desktop. The result is a loan application with a 57% qualified conversion rate, a median completion time of 6 minutes, and 81% mobile usage that validated the mobile-first bet. Both platforms are live.