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Project Overview

As the lead researcher, I worked across multiple product phases of CredAvenue (now Yubi), a digital debt marketplace. The goal was to improve fund-raising, investing, and onboarding experiences for borrowers and lenders by grounding design decisions in user research.

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In this 3-phase research journey at Yubi, I mapped user systems, simplified onboarding, and created data-driven personas — leading to improved usability, reduced drop-offs, and targeted feature development.

Click to go to Phase 1: System Mapping - Exploratory Research
Phase 1:
Identifying System
Map 

 

Objective:

Identify user workflows, pain points, and platform interactions to guide early product architecture.

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Approach:

  • Ran in-depth 1:1 interviews with internal users

  • Used card sorting to reorganise borrower data and clarify terminology

  • Led co-design workshops with product/design to align structure

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Outcome:

  • Built a user-informed information architecture

  • Simplified jargon and prioritised key data fields

  • Set a strong usability foundation for product development

Click to go Phase 2: Onboarding Simplification - Discovery Research for MVP
Phase 2: Onboarding Simplification 

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Objective:

Reduce user friction and registration drop-off.

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Approach:

  • Created persona heat maps to visualise friction points

  • Mapped the full onboarding journey to identify content and interaction gaps

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Outcome:

  • Streamlined forms and reduced steps

  • Introduced progressive disclosure and clear instructions

  • Increased completion rates significantly

Click to go to Phase 3: Persona Heat Mapping - Mixed Methods Research
Phase 3:
Persona Heat Mapping

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Objective:

Enable personalised experiences and cross-sell strategies.

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Approach:

  • Conducted interviews and focus groups for qualitative clustering

  • Analysed 1,200+ user interactions to validate behavioural patterns

  • Collaborated with ops and business to define persona dimensions

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Outcome:

  • Defined distinct user groups with clear motivations

  • Unified product, comms, and design teams around core segments

  • Supported targeted feature and messaging rollouts

Impact

My research shaped product decisions across the lifecycle, ensuring the platform remained user-aligned as it scaled. These efforts led to a more intuitive platform experience, improved retention, and greater stakeholder confidence in user-centred design decisions.

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