Reduced abandonment rate for a fintech website
Client
Capitall
Role
UX Design Consultant
Platform
Website
Industry
Investment
Services
Research and Strategy, Design and Prototype
Highlights
01 - Highlight
Smart adaptation under fixed constraints
The SME loan application form had over 40 input fields.
Although it was clearly overwhelming, the team considered it non-negotiable due to regulatory needs.
Instead of pushing back blindly, I restructured the form with 28 fields into five digestible sections, reducing drop-off by 68% without losing mandatory inputs.
02 - Highlight
Owning the mistake I had to fix
I initially explored a space-themed layout that the founders loved, but as the site came together, it felt off-brand and distracted from the core message.
I made the call to pull it back and introduced chromatic glass-style assets instead.
03 - Highlight
Fighting for the user when it wasn’t easy
The original copy centered around how great Capitall was.
I pushed to flip the narrative, replacing ‘Who we are’ with ‘How this helps you.’
It wasn’t an easy sell, but once the team saw how clarity boosted engagement, they were all in.
Why Capitall's website was falling short
Context
This was a project at Capitall, a fintech investment platform backed by Entrepreneur First Global.
We were redesigning their website for users who needed to quickly understand the platform and submit loan applications.
I worked as a UX Design Consultant reporting directly to the co-founders. The business goal was to increase qualified investor leads and improve form completion rates among SME loan applicants.
Back then, Capitall didn’t know why their live website was underperforming. Users were dropping off fast and the team had no clarity on what wasn’t working.
Problem
We started by analyzing Hotjar heatmaps and session replays. We combined those insights with analytics and four user interviews - two from startups and two from public investors.
We initially discovered that the site was filled with heavy jargon and vague CTAs. Users didn’t know what action to take next. It wasn’t a lack of interest. The users simply didn’t feel reassured. There was no guidance and too much company-centered bragging.
Turning data into design goals
Goal
We reframed the problem from “How do we showcase our platform?” to “How do we earn trust and help users take meaningful action?”
This shift aligned with the brand’s goal to bring more SME investors into the fold and establish Capitall as a reliable partner, not just another fintech startup.
Process
I began by performing a heuristic evaluation to identify core usability issues. I studied close primary competitors and analyzed how they structured key flows.
Based on the research, I proposed a conversion-focused site structure with solid rationale behind each section.
In early concepts, I explored a space-themed visual identity. While the team liked the vibe, we soon realized that it didn’t resonate with the brand. So, I pivoted toward a more grounded look and clear “how it works” sections.
We tested three variations of the whole UI copy. We settled on one that spoke directly to user needs. Instead of explaining “what Capitall is,” the site now showed “how Capitall helps.” Every piece of copy was tweaked to be less self-congratulatory and more actionable.
We added a prominent testimonials section with real quotes from both investors and startups, providing much-needed social proof.
Convincing the team to prioritize users
Feedback and Tradeoffs
The co-founders were closely involved from day one. During early feedback sessions, they requested heavy 3D visuals. I explained how overly intense animations could distract or slow the site, especially on mobile.
We compromised on ambient chromatic glass dispersion assets that enhanced the experience without overpowering it.
I also simplified the footer to make it feel more reassuring, a clear signpost that help or human contact was always close by.
Iteration
With quick revision, we tweaked the entire UI copy to be more aligned with user intent.
After the main website redesign, the client asked me to build a new SME Borrower Form page. The original version had over 40 input fields - intimidating and overwhelming.
We reduced the drop-off rate by 68% just by reducing non-essential fields and making only top-priority ones mandatory. I broke the form into 5 focused sections with crisp microcopy and clear input hints.
Since I worked on Framer, the dev team was able to work directly from the live prototype. This helped retain sticky scroll animation and design intent with zero compromises.
Later, the client requested a mobile app for Qatar’s Market License. They also wanted a different take on the mobile app’s design system, in a week’s time.
I proposed completing the onboarding flow and mockups in 5 days, with the trade-off of working within their existing design system for faster implementation and visual consistency.
How the website shifted metrics and mindsets
Result
Capitall successfully signed the license and is now expanding across the MENA region.
Loan Application Form went live and drop-off went down.
The dev team is building directly from the Framer prototype, minimizing the gap between design and development.
The co-founders were so satisfied with the direction and quality of the work that they brought me on board for two more initiatives - Eliza (AI Gaming Copilot) landing page and an investor pitch deck.
Form abandonment dropped by 68%
Cut friction in the loan form and saw more users finish what they started.
Copy that clicked
Easily comprehendible UI copy encouraged more users to take action and complete key journeys
Boosted credibility
Showcased real testimonials from investors and startups to build user trust
Drew in the right investors
Helped Eliza communicate value without needing a meeting first
Design lessons that stick with me
Learning
One of my biggest takeaways is that clarity always beats cleverness. Reassuring users and giving them a sense of direction goes much further than visual flourishes.
The project changed how I approach user flows and communication, especially when designing for skeptical audiences.
Future Scope
The mobile app is currently in development, with more screens to follow.
If I revisit the website today, I would further tailor the design system to feel more culturally familiar to Qatar-based users, ensuring it doesn't feel like a foreign product translated for the market, but something solely made for them.