Any Time Loan
Overview
AnyTime Loan is a peer-to-peer lending platform that connects borrowers with individual and institutional lenders. In 2018, I led a complete redesign of its mobile and web experience, focusing on simplifying complex loan workflows, improving borrower onboarding, and enhancing lender transparency. The goal was to build a more intuitive, trustworthy, and conversion-friendly platform for a growing digital-first audience.
What
Android, iOS, Web
Why
Redesign - Live Project
Year
2018
Timeline
1 Year Project
My Contributions
+ Research
+ Wireframes
+ Interviewing users
+ Visual Design
+ Usability testing
Team
+ Product Managers,
+ Designer Team,
+ Tech Team,
+ Testing team,
+ Support Team
Problem Statement
In 2018, AnyTime Loan's mobile and web platforms were facing critical usability challenges that directly impacted user acquisition and retention. Borrowers often abandoned the application midway due to lengthy, unclear, and fragmented loan request flows. Essential tasks like PAN verification, document uploads, or EMI selection lacked guidance, causing friction and user frustration. On the lender side, users found it difficult to track investment performance, evaluate borrower credibility, or understand the approval process clearly. The overall interface suffered from outdated visuals, inconsistent design patterns, and a lack of responsiveness across devices, making it less trustworthy for a financial product. These issues not only affected the user experience but also limited ATL's growth potential in a competitive fintech space.
Project Goal
For Borrowers:
Simplify and shorten the onboarding and loan application journey for salaried, self-employed, and freelance individuals.
Build a step-by-step, guided flow that educates users as they apply, reducing errors and drop-offs.
Provide instant eligibility feedback and clear next steps, especially for K-12 loans, SME loans, and personal loans.
Ensure mobile-first accessibility with responsive and intuitive layouts for low-tech and semi-digital users.
For Lenders:
Create a transparent and actionable dashboard that allows lenders to view loan requests, lending status, returns, and borrower profiles.
Improve decision-making by surfacing borrower risk profiles, Lobot scores, and EMI history clearly.
Streamline investment workflows including top-up, disbursement, and payout tracking.
Offer reassurance and accountability with trust-building microinteractions, alerts, and support features.
User Group & Demographics
Borrowers
Demographics: Aged 25–45, living in Tier 1 & Tier 2 cities in India.
Profiles: Salaried professionals, freelancers, small business owners, and parents applying for K-12 education loans.
Pain Points: Complicated application flows, lack of clarity in loan criteria, difficulty uploading documents, and uncertainty around approval status.
Lenders
Demographics: Individuals or institutions seeking alternative investment options with higher ROI.
Profiles: Working professionals, HNIs, angel investors, and institutional lending partners.
Pain Points:Lack of visibility into borrower credibility, limited reporting on earnings, and difficulty navigating loan investment options.
User Research
To inform the redesign of the AnyTime Loan platform, we conducted a mix of qualitative and heuristic research methods, focusing separately on both borrower and lender journeys.
Methods Used:
Contextual inquiries with existing ATL users
Usability testing on legacy flows
Surveys targeting first-time loan applicants
Competitive heuristic analysis
Stakeholder workshops with the ATL product and support teams
Key Borrower Insights
A majority of users dropped off during the PAN verification and KYC stages, often due to unclear instructions and poor input validation.
Users expressed confusion about which loan type to choose and what supporting documents were required, especially for K-12 and SME loans.
Lack of real-time feedback or status updates post-submission made users anxious, impacting trust.
The mobile-first audience—especially from Tier 2 cities—faced challenges with form-heavy screens, dense layouts, and file upload restrictions.
Terms such as “bullet repayment” or “NACH” were not well-understood, indicating a gap in financial literacy support.
Key Lender Insights
Lenders found it difficult to assess borrower credibility due to the lack of visual cues around risk indicators and past repayment behavior.
There was no quick-glance performance summary; users needed a real-time portfolio dashboard with key metrics like active loans, ROI, and loan status.
The existing loan request list lacked personalization and filtering, making it hard to discover relevant investments.
Lenders needed more educational tools to understand different lending models and plan types (e.g., Growth vs. Payout).
Institutional users needed download access to reports and statements for auditing and tax purposes.
Competitive Analysis
To position ATL as a credible and competitive P2P lending platform, we benchmarked it against key players in the Indian fintech space, including RupeeCircle, Faircent, and LendingKart.
Key Learnings from Competitors
RupeeCircle focused on fast onboarding and eligibility calculators, but lacked visual simplicity in its dashboard.
Faircent provided granular loan filters and ROI tools, but suffered from clunky mobile UX.
LendingKart offered fast business loans with document automation, but didn’t cater well to individual borrowers like freelancers or parents.
UX Opportunities Identified
Introduce guided, goal-based onboarding for borrowers
Enable micro-interactions and visual cues that reduce perceived effort during form filling.
Bring clarity to financial terms through tooltips, modals, and progressive disclosure.
Create an investment intelligence dashboard for lenders, helping them make fast, confident decisions.
Design with mobile-first accessibility and low-tech user tolerance as core principles.
Borrower Experience – Final UI Improvements
Streamlined Onboarding Flow
The new onboarding journey is now broken down into clear, guided steps: mobile number verification, PAN entry, PIN setup, and profession selection. Each screen has contextual messaging, helping reduce cognitive load.
Dynamic Loan Type Selection
Users can now easily select from multiple loan types—Personal, SME, or K-12—each with tailored input forms and eligibility criteria to ensure relevance and faster completion.
KYC Made Intuitive
The KYC and profession verification process (including salaried, professional, self-employed, and homemaker flows) has been transformed with clean form layouts, progress indicators, and inline validation.
Smart Loan Application Interface
The redesigned loan application screen includes smart sliders for selecting loan amounts and EMI durations, with real-time calculations of repayment, processing fees, and interest displayed upfront.
Live Loan Dashboard
The dashboard now presents active loans, due dates, and repayment actions (like foreclose or extend) in a simplified and card-based layout, improving readability and actionability.
Lender Experience – Final UI Improvements
Quick Role Selection & Setup
The lender onboarding allows users to select between "Individual" and "Institutional" profiles, with tailored flows for each, making the entry point smoother and relevant.
Dashboard with Actionable Insights
A performance-focused dashboard was introduced, showing lending commitment, returns (APR), available balance, borrower details, and upcoming dues in an organized visual layout.
Live Loan Requests with Filters
Lenders can now view live borrower loan requests with key indicators like tenure, APR, Lobot Score, and user profiles. Filters allow sorting by amount, risk, and type.
Borrower Risk Visibility
Each borrower request includes tags for location, profession, repayment history, and member tier (e.g., Silver), giving lenders data to make informed decisions quickly.
Approve or Ignore Flows with Reasons
Decision screens are enriched with the ability to accept, reject, or ignore loan offers, with dropdowns for reasoning—helping ATL improve match algorithms and engagement.
Impact & Results
The redesign of AnyTime Loan’s borrower and lender platforms delivered significant improvements in usability, user satisfaction, and business performance.
Quantitative Results (Post-Launch Metrics)
After the redesigned experience was rolled out across web and mobile:
Borrower onboarding completion increased by 96%, up from a previous 49%, due to a more guided, segmented, and mobile-first application flow.
Loan application time was reduced by 30% through simplified screens, contextual tooltips, and real-time feedback during verification and submission stages.
Form abandonment dropped by 45%, especially at critical stages like PAN input, document upload, and loan type selection.
Lender dashboard usage increased by 60%, with most users now engaging daily to view returns, approve new requests, and monitor repayments.
Loan disbursal conversion rate improved by 34%, attributed to better borrower funnel flow and trust-building UI improvements.
Usability Testing & Feedback Insights
We conducted in-person and remote usability tests with 14 participants (8 borrowers and 6 lenders) aged between 24–50, covering both salaried and freelance professionals.
Success Rate: 93% of users were able to complete the end-to-end flow without external help.
Time-on-Task: Average time to complete a loan application dropped from 9.5 minutes to 7.2 minutes.
System Usability Score (SUS): Achieved an SUS score of 86, indicating strong usability and user satisfaction.
Top feedback themes:
“Much easier to understand which documents are needed at each step.”
“The EMI slider is intuitive—I can see the monthly amount immediately.”
“The dashboard feels modern and gives me control over where my money goes.”
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