overview
background
challenge
approach
01 Discovery
Design Decisions
[01]
Prioritize Information by Importance
Organize scattered information into a clear hierarchy, from the most to the least important.
Iteration 01 · Interest-Free Coupon
Iteration 01 · Single-Loan Rate Coupon
0.03%
0.04%
Expires Oct 1, 2026
93% Off Rate
Borrow Now at a Lower Rate
30 days free
Interest-Free
Expires Oct 1, 2026
Borrow Now Interest-Free
Gathering Feedback
Attention Stayed on the Headline
Research indicated that most users still focused on the headline rather than the offer value.
The Offer Lacked Visual Contrast
The contrast within the coupon was not strong enough to highlight the core benefit.
[02]
Rethink the Coupon Format
Instead of refining the copy within the same format, I reconsidered the format itself and made the benefit the visual focus.
[03]
Use Business Context to Strengthen Perceived Value
Understanding the underlying interest-rate logic revealed a stronger way to communicate the offer. Compared with the daily rate, the annual rate showed a larger reduction, making the value of the discount more apparent to users.
02 Pre-loan
Making Offers Clear and Easy to Follow
Clarifying coupon boundaries and guiding users to the right offers before entering an amount.
Understanding the Context
Fenfu Home
More on Fenfu Home
My Offers
Loan Page
merchant discount coupon
loan coupon
Users may mistake coupons shown in My Offers for those eligible for bank-account loans, making eligible offers seem to “disappear” and causing confusion and complaints.
Pain Point 01
Misaligned Expectations
Design Goals
Pain Point 01
Misaligned Expectations
1
Clarify Coupon Boundaries
Design Decisions
[01]
Communicate the Rule, Not Irrelevant Details
Unavailable counts added no value and could create negative perceptions. Instead, I clarified the rule with a lightweight notice: only bank-loan coupons are shown.
After clarifying the coupon scope, another issue remained:
all coupons were still displayed before users entered an amount.
Pain Point 02
Information Overload
Design Goals
Pain Point 02
Information Overload
2
Strengthen the Best-Matched Offer
Design Decisions
[02]
Focus on the Best, Keep the Rest Accessible
Too many coupons made it harder to quickly identify the best offer.
Current design
Before
My Approach
After
Focus on the Best Match
Show both offer types while giving the best-matched offer stronger emphasis.
Preserve Context & Access
Keep the scope notice and View All Offers for clarity and full access.
After narrowing the offer display, I mapped the states before and after amount entry and found that the offer changed significantly in both position and presentation.
Design Goals
Pain Point 03
Disconnected Offer Experience
3
Keep Offer Changes Clear with a Consistent Visual Anchor
Design Decisions
[03]
Keep the Anchor, Update the Content
Connect the States
Add lightweight matching feedback and support both forward and fallback transitions for a continuous experience.
Maintain a Visual Anchor
Keep the offer’s position, color, and typography consistent while updating the matched content.
Current design
My Approach
Before Input
Coupons Available
Generic Loading
Offer Applied
While Updating
After
After Input
Final Design
9:41
Loan
Loan Amount
¥
Available Loan Amount ¥9550.00
Usable on orders over ¥1
10 days interest-free
Due on October 1
Interest-Free Coupon
0.03%
0.04%
Single Loan Rate 0.7 Discount Coupon
Usable on orders over ¥2000
Due on October 1
Only showing some coupons available for "Loan to Bank Card," view all
Coupons
Interest-Free Coupon
Minimum loan ¥100
10 Days Interest-Free
Expires Oct 1
Interest-Free
Expires Oct 1
Interest-Free
Minimum loan ¥1000
7 days interest-free
Minimum loan ¥1000
3 Days Interest-Free
Due on July 11
Interest-Free Coupon
Interest Discount Coupon
0.03%
0.04%
Minimum loan ¥2,000
Expires Oct 1
30% Off Interest
0.04%
0.05%
Minimum loan ¥1,500
Expires Oct 1
30% Off Interest
03 Coupon Selection
2
04 Post-loan
PM
1
Design Decisions
[01]
Start Lightweight, Validate Before Scaling
Use a lightweight banner and track engagement. If users borrow again soon but bypass the banner, increase its prominence.
Loan Completed
Loan Completed
Why Start Lightweight?
Reduce distraction from the loan result.
Validate real reborrowing demand.
Allow for future iteration based on data.
High Emphasis
More exposure, but may distract from the loan result before reborrowing demand is validated.
Communication
Communication
Design
Design