First Abu Dhabi Bank is the largest bank in the UAE and needed a best in class user journey for its customer loans.
We started by interviewing potential customers as well as stakeholders within the bank, re-organised the banks' loan product database and created a loan navigator that enables users to find the most suitable product via a small number of selections.
Based on user research and product-content analysis we re-structured and simplified the product data shown to visitors and made it easy to to apply for a loan.