Turned a credit rejection loop into a $4M-a-month revenue stream
Shoppers applying for credit were rejected bank by bank, re-entering their data every time. I reframed the problem with our banking partners and redesigned the flow so every bank pre-scores the shopper at once.
- My role
- Owned the design: discovery, flow redesign, verification, edge cases
- Team
- Engineers, banking partners, business
- Year
- 2022
- Platform
- E-commerce, web and mobile
Kazakhstan’s largest electronics retailer, selling on credit
Technodom runs 70+ stores and one of the country’s biggest e-commerce platforms. Credit and instalments are built into checkout, so the credit flow sits directly on the revenue line.
A loop that punished people for applying
Shoppers picked a bank, entered their ID number, were redirected, got rejected, and started again with the next bank. Each attempt meant re-entering data with no idea which bank might approve them.
The result was high abandonment and millions in credit sales lost at the last step of checkout.
The fix was in the system, not the screens
Analytics and user interviews pointed to three root causes: repeated input, no transparency, and no sense of approval odds. Then conversations with our banking partners surfaced the unlock: most of them already supported pre-scoring APIs that return a preliminary decision from an ID number alone.
That reframed the brief. The job wasn’t to make credit look nicer. It was to help shoppers secure financing quickly and with confidence.
One ID number, every bank, all offers at once
I reversed the logic. Instead of shoppers testing banks one by one, the system pre-scores them across all partner banks in a single step and shows every eligible offer side by side.
- Single data entry: the ID number, once
- Simultaneous pre-scoring across all partner banks
- Transparent comparison of rates, limits and terms
- One-tap confirmation, then a hand-off to the chosen bank
Designed with engineering and the banks, not handed over
I worked with engineers to integrate multiple pre-scoring APIs, designed secure two-step verification by SMS, and built fallback flows for exceptional cases. Speed, accessibility and data compliance were requirements at every stage, not polish at the end.
Online credit became the company’s top revenue source
Credit conversions rose 35%, the flow generated $4M+ in monthly revenue, and online brokerage became Technodom’s #1 revenue stream. Applying for credit went from repeated attempts to one transparent session.
With more time I would A/B test comparison layouts and instrument each decision point to understand how shoppers choose between offers.
Solving user frustration at the system level, with partners outside the company, produced gains no screen redesign could.