Most users abandoned the loan application before completing it.
NeoCash is a business loan solution for MSMEs in Nigeria. Their existing platform was visually outdated, relied on dense multi-step forms, and gave users no sense of progress or warmth. The loan application flow was broken; completion rates were catastrophically low. The brief was direct: reframe the digital loan platform with modern UX.
Audit: what was actually broken
Started with a forensic audit of the existing flows. The form architecture required users to make complex financial decisions without context. No microcopy, no feedback states, no sense that the system cared. Every field was a cliff.
Conversational UX: the reframe
Replaced the traditional form model with a dialogue-style application: one question at a time, warm tone, clear progress. Users weren't filling out a form; they were having a conversation with the platform. This single structural change is responsible for most of the outcome.
Illustration system + personality
Designed a set of custom illustrations to give NeoCash a recognisable personality, not stock, not generic fintech. The visual identity now reads as approachable and modern without sacrificing credibility.
Micro-interactions + UX copy
Wrote all UX copy throughout the flow: conversational, warm, clear. Designed micro-interactions and fluid transitions at every state change to reduce perceived friction and reward progress.
"Working with Laja was seamless and inspiring. His work elevated our brand. Gave him a tip and will definitely come back for more projects.