First Abu Dhabi Bank

Reimagining the customer loans journey

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.

We also designed & developed easy-to-use loan payment and debt-burden ratios calculators.

The new customer journey has been a great success with the bank, with online loan applications increasing by 80% within 3 months following the launch of the new user experience.