For now, here’s a little summary:

Small business owners often felt uncertain and anxious during the loan application process, which discouraged them from starting or completing the application. QuickBooks introduced a pre-approved loan application with instant decisions to ease these concerns, but many customers still abandoned the application.

To address this, I transformed the application into a streamlined mobile experience, reducing friction points and cutting completion time by 60%. I also crafted user-centered content to simplify complex financial information, boosting customer confidence throughout the process.