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LendTech Saas Platform

Date
On going
Tools
Figma, Webflow, Notion
Services
Product Design, Web Design, UX/UI Design

LendTech is a native system of record and lending management OS for real estate and construction lenders.

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Project Overview

I had the opportunity to design both the platform and the marketing website for LendTech, a lending management platform for real estate lenders. As part of my role, I created the prototype in Figma, designed and built the marketing website, and created investor pitch decks.

Project Overview

Stakeholders

I was brought on as the first employee to design and develop the initial prototype to increase stakeholder buy-in while pitching to investors. Besides investors the other stakeholders included our advisors, Forum Ventures, early adopted customers who we tested our features with, CTO, and CEO.

We received our first institutional capital from Forum Ventures who has advised us on our GTM strategy and fundraising. This opportunity helped us grow our business and strengthen our fundraising narrative.

Project Overview

The Problem

Lender’s in the construction lending market face challenges navigating multiple tools that are not specifically designed for loan origination and servicing. A cluster of tools used by Lenders leads to higher costs, inefficiencies, and lost revenue.

Project Overview

The Market

We’re targeting the construction lending and servicing industry. It’s costly for lenders to manage technology overhead and LendTech is serving as a back office type tool, a true end-to-end solution.

Research

I researched financial admin interface and dashboard best practices, conducted competitor analysis, and collaborated with the CEO and CTO to form major decisions for each feature on the platform.

Research

Pain Points

Interviews with a variety of Lender’s from different banks provided an abundance of information distilled into the following pain points. These methods were chosen for their fast, easy, and casual nature, ensuring a natural extraction of processes, thoughts, and experiences.

Poor Data & Insights

Banks continue to use disparate manual systems for reporting and insights on their portfolio and performance.

Analog Borrower Applications

Little or no online application process. Borrowers manually submit decentralized documentation.

Manual Underwriting

Excel spreadsheets and manual processes remain as primary use function for underwriting.

Disjointed Communication

Poor internal processes to share information internally or externally. Lenders resort to using email thread with clients that results in missed information and errors.

Delayed Payments

Cumbersome to manage the construction draw process, release funds to clients, and commissions to employees, costing lenders time and money.

Risk Reduction

Checks and balances for managing risk exist, but there is room for proactive risk mitigation and better portfolio management.

Research

Stats

  •      Average lending firm spends $1M annually on software & data
  •      Native system of record
  •       Lengthy funding period of 45 - 60+ days with current processes
  •       Missed revenue opportunities in the millions

Current state of technology

Research

Key Insights

Loan packaging within properties

Establishing a record system for loans and storing them within properties enables the attachment of multiple loans to a single property. This approach enhances asset management at the portfolio level.

Modular based design User roles & permissions

Two user types on the platform Lenders and Borrowers that need personalized dashboards and custom user permissions.

Flexible underwriting templates

Every Lender has different lending guidelines and parameters which requires flexible custom templates. There was a need for a flexible underwriting section that allows users to run multiple calculated scenario models to determine the best loan outcome.

Loan Journey Map

Design

With securing support from investors being a crucial element at this early stage of the start-up, it was important to the CEO to create designs that are visually appealing right from the beginning.

design

Flowcharts

Defining the user flows of the application and loan processes were crucial to the user experience of the platform. The loan application flow consists of the steps taken to submit a loan application and the data connection points. The loan process flow consists of the loan life cycle from submitted application to sending funds to the borrower.

Loan application flowchart

Loan process flowchart

design

Structure

I collaborated with the CEO and CTO to construct the site map and architectural diagram of the platform. Through in-depth discussions and collaborative brainstorm sessions, we created a scalable and user-friendly platform that meets the needs of our target audience.

Platform architectural diagram

design

Iterations

The initial concept screens consist of the main services of the platform based on the architural diagram. I experimented with layouts, color, and typography at this level to increase stakeholder buy-in.

Initial dashboard screens

design

Brand Guidelines

I created a brand guidelines for LendTech which included the logo design, typography, brand colors, and graphical elements. These brand guidelines were used for the marketing website, and prototype.

Brand identity guideline package

design

Design System

A design system was created to provide a cohesive design language for the engineers, and future designers we will bring onto the team. The decision to implement a design system came after we launched in an effort to avoid inconsistencies from design to development. With flexible components within Figma the task completion to mock-up features are designed a fraction of the time they were before a design system.

Additional Assets

Additional assets

Marketing Website

Designed and built the marketing website using Webflow. I set up a simple landing page with additional service pages and contact forms. The main goal of the website is to convert customers to book a demo appointment.

Marketing website landing page

Marketing website services section

Additional Projects

Public Docs

Created a public docs notion site for our customers to use during our onboarding process. Customers can view documentation on our services and learn how to use our products.

Notion public docs screenshot

Summary

Summary

What did I find challenging?

No finance background

Not having a financial background was challenging. I had to educate myself and really learn the correct terminology to talk to stakeholders.

Controlling feature creep

While encouraging creative thinking within the team, it was important to refocus on the practical use cases for our features. We explored new ideas, but it was challenging to assess if there was an excessive cognitive load.

Summary

What would I do differently?

Create a design system earlier

Not having a design system from the beginning posed challenges when it came to developing a design system later on. It would have been beneficial to establish a simple design system early in the project, encompassing standard components, spacing, typography, colors, and icons.

Annotate designs for engineers

Annotating my design for handover to engineers avoiding more questions from them and saved time. I didn’t start annotating my designs until later on.

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