18%

18%

Improved loan application completion rate

Improved loan application completion rate

12%

12%

Increased returning user sessions

Increased returning user sessions

20%

20%

Reduced support queries related to repayment tracking

Reduced support queries related to repayment tracking

Challenge

Challenge

Axio wanted to reposition itself as a modern, customer-first brand in the digital lending space. Their existing website lacked emotional resonance, mobile optimization, and clear product storytelling, especially for first-time credit users exploring BNPL (Buy Now Pay Later), personal loans, and credit line options.

Axio wanted to reposition itself as a modern, customer-first brand in the digital lending space. Their existing website lacked emotional resonance, mobile optimization, and clear product storytelling, especially for first-time credit users exploring BNPL (Buy Now Pay Later), personal loans, and credit line options.

Key Features

Modular "Life at MBRDI" section with culture cards & employee voices

Innovation showcases: R&D projects, patents, and digital twin concepts

Careers hub tailored to tech professionals and engineering graduates

Global news integration & CSR highlights

Key Features

Strategy

Strategy

Customer-Focused Narrative: Reframed messaging from product specs to lifestyle outcomes: faster credit access, better spending control, and financial independence.

Modular Design System: Built a scalable UI system with consistent components, CTA placements, and mobile-first design.

Simplified User Journeys: Streamlined flows for loan exploration, eligibility checks, and application to reduce drop-offs.

Trust & Transparency: Emphasized data security, partner banks, and testimonials with clean, confident design language.

Brand-Driven Visuals: Introduced a friendlier palette, expressive illustrations, and microinteractions to differentiate from generic fintech sites.

Customer-Focused Narrative: Reframed messaging from product specs to lifestyle outcomes: faster credit access, better spending control, and financial independence.

Modular Design System: Built a scalable UI system with consistent components, CTA placements, and mobile-first design.

Simplified User Journeys: Streamlined flows for loan exploration, eligibility checks, and application to reduce drop-offs.

Trust & Transparency: Emphasized data security, partner banks, and testimonials with clean, confident design language.

Brand-Driven Visuals: Introduced a friendlier palette, expressive illustrations, and microinteractions to differentiate from generic fintech sites.

My Role

My Role

Collaborated closely with marketing on value proposition clarity

Designed mobile-first, SEO-friendly landing pages for core offerings

Created interactive prototypes to guide developer handoff

Conducted heuristic evaluations of Axio’s competitors (LazyPay, Simpl, etc.)

Collaborated closely with marketing on value proposition clarity

Designed mobile-first, SEO-friendly landing pages for core offerings

Created interactive prototypes to guide developer handoff

Conducted heuristic evaluations of Axio’s competitors (LazyPay, Simpl, etc.)