



role: senior product designer, visual designer
year: 23-2024
summary
a decrease in exposure by 56M EGP, a 12% reduction in default rates, and a 10% improvement in user retention rates were achieved by transitioning to behavior-based assessments with ML model and introducing a gamified Credit Smart Points system.
these innovations addressed the challenge of unclear credit assessments and costly, unscalable manual processes, enhancing user understanding and engagement while streamlining operations.

so, what was the problem?
Money Fellows is a fintech startup significantly impacts the sector by digitizing traditional money circles to make saving and borrowing simple and secure. To secure a license from the Central Bank of Egypt [CBE], Money Fellows needed a reliable credit assessment system to replace their manual assessment process.

— user challenge
users lacked clear communication about their credit assessments and guidance on improving their credit standing.
— business needs
traditional credit assessments confused users, leading to disengagement and lost business opportunities. manual processes were costly and unscalable, complicating the assessment process for the unique dynamics of money circles.
additionally, to obtain a license from the CBE, Money Fellows required a reliable credit assessment system to meet regulatory demands.

solution design
— machine learning transition
first, we needed to transition from document-based to behavior-based assessments, enhancing operational efficiency and risk prediction by +90%.
— gamification strategies [behavior driven]
a gamified experience was introduced to make credit information and improvement steps clear and engaging for our users. this included the introduction of Fellows Coins, a simple assessment system that allow users to understand and improve their credit ladder within the money circle framework.

implementation
process included:
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discovery workshops: identified core issues and innovative solutions through ideation sessions and affinity diagrams.
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sketching & rapid prototyping: visualized solutions through sketches and prototypes.
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user interviews & competitor analysis: to ensured a user-centric and competitive approach.
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designs: featured the smart points system visually and interactively, guiding users on earning and using points for better credit opportunities.
prototype
what we have learned
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clear communication is key
users need transparent and easy-to-understand communication about their credit assessments and ways to improve their credit standing. -
user engagement through gamification: Introducing game-like elements, such as Credit Smart Points, can significantly boost user engagement and satisfaction.
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efficiency through technology
transitioning to behavior-based assessments using machine learning can streamline operations, reduce costs, and improve risk prediction. -
iterative improvements
continuous feedback from users and iterative enhancements based on this feedback are crucial for maintaining and improving user satisfaction and engagement.

results and impact
the phased launch showed promising results:
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exposure decrease: reduced exposure by 56M EGP.
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default rates: achieved a 12% reduction in default rates.
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user retention rates: improved user retention rates by 10%.
→ Thank you!
let's get things done: arahman.atif@gmail.com ↗︎