In short
ProdSquad delivered a website upgrade and UX redesign for LenDenClub, rebuilding the experience around how prospective investors actually evaluate a peer-to-peer lending platform: clarity on how it works and what the risks are, a faster path to getting started, and a design system the team can extend.
Client snapshot
| Client | LenDenClub |
|---|---|
| Industry | Financial services, peer-to-peer lending |
| Location | India |
| Partner | ProdSquad |
| Engagement scope | Website upgrade and UX design |
| Deliverables | Experience audit, information architecture, UX flows, visual design system, redesigned website |
What was the problem?
LenDenClub operates in a category where the product is not the hard part of the sale. The hard part is a first-time visitor deciding whether this is a platform they are willing to put money into. The site was not doing enough of that work.
- Credibility was not being established fast enough. A visitor arriving with no prior knowledge of peer-to-peer lending needs to understand what it is, how it works and what the risks are before anything else can happen. If that understanding is not built in the first screens, nothing further matters.
- Information architecture that reflected the organisation. Content was organised around how the business thought about itself rather than the order in which a prospective investor forms a decision.
- Too much distance between interest and action. The path from understanding the product to beginning the process involved more steps, more reading and more decisions than it needed to.
- Inconsistent interface components. Pages built at different times used different patterns for the same job. In a financial product, visual inconsistency does not read as untidy. It reads as unreliable.
- Mobile treated as a secondary case. The audience arrives on a phone. A desktop design adapted downwards produces a materially worse experience than one designed for the smaller screen first.
- No design system. Every new page was a fresh set of decisions, which slowed the team down and guaranteed that inconsistency would keep returning.
Why ProdSquad?
Financial services UX is a specialism. Designers who are excellent elsewhere often struggle here, because the instinct to simplify collides with regulatory disclosure requirements and with an audience that becomes more suspicious, not less, when things are made to look effortless.
ProdSquad was selected for the ability to hold both: designing for conversion while treating risk disclosure and regulatory content as part of the experience rather than an obstacle to it. Trust in this category is built by being clear about the downside, not by minimising it, and a design partner who does not understand that will optimise a funnel while quietly damaging the thing the business actually runs on.
What did ProdSquad actually do?
Audit and research
The engagement started with a structured audit of the existing experience against how the target audience evaluates a lending platform: what questions arise, in what order, and where the current site left them unanswered. Analytics were reviewed to identify where visitors were leaving and what they had or had not seen by that point.
Information architecture
Content was restructured around the sequence in which a prospective investor forms a decision rather than around internal organisation: what this is, how it works, what the risks are, what returns look like, who is behind it, how to begin. The navigation was rebuilt to match.
Experience and flow design
Key journeys were redesigned end to end, with particular attention to the path from first interest to starting the process. Regulatory and risk content was designed into the flow at the point where it answers a question the user is already asking, which is both more effective and more honest than placing it where it is least likely to be read.
Visual design system
ProdSquad produced a design system rather than a set of page designs: components, typography, spacing and interface patterns defined once and applied consistently. This fixed the existing inconsistency and gave the team a way to build new pages without reintroducing it.
What changed?
| Before | After |
|---|---|
| Content organised around the business | Content organised around how a visitor decides |
| Credibility built slowly, or not at all | The core questions answered in the first screens |
| Risk information placed out of the way | Risk information placed where the question arises |
| Inconsistent patterns across pages | One design system applied throughout |
| Desktop design adapted down to mobile | Designed for the screen the audience actually uses |
| Every new page a fresh set of decisions | Components the team assembles from |
What were the results?
LenDenClub now has a website that does the persuasive work the category requires, and a system underneath it that keeps the experience consistent as the team builds.
- Faster comprehension. A first-time visitor understands what the platform is and how it works without hunting for it.
- Credibility established earlier. The signals that matter to a financially cautious audience appear where they are needed rather than buried.
- A shorter path to starting. Fewer steps and less friction between interest and action.
- Consistency across the site. One visual and interaction language, which in a financial product reads directly as reliability.
- A genuinely mobile-first experience. Designed for the device the audience arrives on rather than adapted to it.
- Faster delivery for the team. New pages are assembled from defined components instead of designed from scratch.
The compounding benefit is the design system. A redesign fixes the site as it is today. A system keeps it coherent through everything the team ships afterwards, which is where most redesigns quietly come undone.
What is next
Natural next steps include extending the design system into the product and app experience, structured testing on the highest-value journeys, and iterating the onboarding flow against live conversion data now that a consistent baseline exists.
Frequently asked questions
Why does UX matter more in financial services than in other categories?
Because the user is deciding whether to trust the business with money, and they read the interface as evidence. Confusing navigation or inconsistent design does not read as a minor flaw in a financial product. It reads as a reason to be cautious, which makes design a credibility question rather than a cosmetic one.
How do you design around regulatory and risk disclosure requirements?
By treating disclosure as part of the experience rather than an obstacle to it. Risk information placed where the user is already asking the question is more likely to be read and builds more confidence than the same content hidden at the bottom of a page. Being clear about the downside is what earns trust in this category.
What is a design system and why include one in a website project?
A design system is a defined set of components, patterns and rules that the team assembles pages from rather than designing each one individually. Without one, a redesign starts drifting back towards inconsistency the moment the next page ships, which is why a system is usually worth more over time than the redesign itself.
How long does a website upgrade and UX redesign take?
It depends on the number of journeys, how much content restructuring is needed and whether a design system is built alongside. The restructuring work is what sets the pace, and building the system alongside it is what keeps the timeline from repeating on the next project.
Does a redesign like this include development?
It can be delivered either as design handed to an in-house development team or as design and build together, depending on what the client already has in place.