Increasing conversions and user satisfaction across the Sunny loan application journey

Elevate is a financial services company whose core UK product, Sunny Loans, focuses on providing flexible financial solutions for individuals with limited access to traditional credit options.

My role

As Lead UX Designer at Elevate Finance, I led the redesign of the Sunny Loans product to improve the loan application journey, and increase conversion rates. I worked closely with Product Owners to shape user-centred products, and collaborated with Marketing to implement the Salesforce CRM platform. I developed data-driven personas, customer segments, and user journeys—integrating behavioural insights into targeted campaigns. I championed user needs throughout while ensuring all experiences met regulatory, compliance, and consent requirements.

Improving the Application journey

Discovery & Research

I led the discovery process across mobile and web platforms to uncover user pain points and identify opportunities to improve the loan journey. This included stakeholder interviews to align cross-functional goals and deepen understanding of the Sunny product suite.

To build a clear picture of user behaviour, I conducted expert reviews and analysed web analytics to map the application funnel and pinpoint key drop-off areas. I supplemented this with qualitative research—including focus groups, user interviews, web surveys, and time spent with the Customer Support team—to identify friction points and understand user concerns first-hand.

To ensure a data-driven approach, I introduced a Conversion Rate Optimisation (CRO) programme. This combined A/B testing, behavioural analytics, and user insight to design and run experiments aimed at increasing the number of users starting an application from the homepage, while reducing drop-off throughout the process.

Optimising the Application journey

Based on user research and behavioural insights, I focused on improving users’ ability to complete tasks, while building trust, clarity, and empathy throughout the loan journey. A series of targeted UX enhancements led to a 5% reduction in application drop-off and an 11% increase in completed submissions. Below are some of the key improvements I implemented:

1. Clear messaging and trust signals

I simplified the language across the homepage to make the service’s key benefits easier to understand at a glance. To reinforce trust and credibility, I introduced the Trustpilot rating and made Sunny’s core promise—no admin fees or penalties for early repayments—more prominent. Form fields that required sensitive and secure data and were supplemented with security icon and information to help ease any concerns. User testing showed that these changes helped to reduce user hesitation and establish the brand as more transparent and reliable.

2. User-led content to build empathy

User interviews revealed that customers often sought reassurance from real-life stories. I added a new section highlighting different reasons people took out a loan, such as: “I’m John, and Sunny helped me when I was struggling to repair my boiler.” These first-person scenarios created emotional resonance and showed that Sunny supported people in everyday, relatable situations.

3. Surfacing help content to reduce uncertainty

The site already featured helpful guidance, but this wasn’t visible from the homepage. Research showed that new customers felt unsure about how short-term loans worked. I introduced a dedicated section with clear, concise answers to common questions and a breakdown of the application process. This helped demystify the journey and gave users the confidence to proceed.

4. Multiple entry points into the application journey

Previously, the homepage offered limited routes into the application process. I designed multiple, clearly labelled entry points across different sections on the homepage and supporting pages—ensuring different audience types could engage from wherever their interest was sparked.

5. Pre-application eligibility step to reduce drop-off

User data revealed high drop-off rates at key stages in the application, especially when users were asked for specific information such as age or income. I hypothesised that these users either didn’t meet the eligibility criteria or didn’t have the required details on hand.

To address this, I introduced a pre-application step that clearly outlined eligibility requirements and the information needed to complete the process. While this change led to fewer users starting the application, it significantly increased the completion rate and the number of returning users—indicating higher intent and reduced friction.

6. Clearer language and field instructions

I improved form clarity by simplifying the language and removing ambiguous terms. For fields requiring more cognitive effort—such as Monthly Outgoings—I added brief, contextual guidance to support users through completion, reducing errors and confusion.

7. Mobile-friendly form enhancements

With over 75% of users accessing the form via mobile, I optimised the experience across devices. I ensured responsive design throughout and applied appropriate field attributes—for example, numeric fields triggered number pads, and text fields triggered alphabetic keyboards. I also removed dropdowns (except for Date of Birth), replacing them with button-based choices for quicker, more intuitive selection on smaller screens.

8. Reduction in complaints from rejected applicants

After consulting with the Customer Support team, I learned that many complaints came from rejected applicants who felt their application hadn’t been properly considered—largely due to the near-instant (3-second) rejection response. To improve perception, I increased the response time to 5 seconds. While a subtle change, it led to a 50% reduction in complaints related to the application decision.

Outcome

The UX enhancements delivered measurable improvements for both the business and its customers. By streamlining the application process and addressing key pain points, the project achieved:

• 5% reduction in application drop-offs, ensuring fewer lost opportunities and a stronger conversion pipeline
• 11% increase in completed submissions, directly boosting revenue potential and customer acquisition
• 50% reduction in complaints related to application decisions, reflecting greater clarity, transparency, and trust in the process

Together, these improvements not only drove significant operational and financial gains but also created a smoother, more accessible experience for users—strengthening overall customer satisfaction and loyalty