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.

Interactive Calculators

Interactive Calculators

We developed intuitive calculators for loan payments and debt-burden ratios as key features of First Abu Dhabi Bank's enhanced digital service offerings. These calculators enabled customers to input various loan conditions to see detailed monthly payment schedules and to calculate the proportion of income dedicated to loan repayments, helping them make informed financial decisions.

Integrated seamlessly into the loan application process, these tools improved customer experience by providing clear, actionable financial insights.


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.