FIBR is a digital finance platform that connects small businesses with tailored funding options, either directly or through financial brokers. I led the UX design of the smart offer system — a dual-flow feature allowing both brokers and end-customers to explore, configure, and share financing options with ease.

The previous experience was fragmented, overly generic, and created uncertainty for users under pressure to make fast, compliant decisions. My goal was to deliver a fast, transparent, and confidence-building interface that worked seamlessly across both user types.

Challenge

Design a flexible finance tool with two distinct flows:

• Direct flow: Customers complete a form and receive personalised offers

• Broker flow: Brokers filter, configure, and share finance options with clients

The solution had to support high-stakes financial decisions with clarity, speed, and compliance in mind.

Research & Discovery

To understand real-world broker behavior and expectations, I led a discovery sprint including:

• 8+ broker interviews to map daily workflows and decision pressures

• Value mapping to highlight where current tools created friction

• Emotional journey mapping around trust, pressure, and clarity

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Key Insights:

• Brokers needed transparency and control in offer configuration

• Speed and clarity were critical in competitive funding environments

• Sharing tools needed to be native to the platform, not reliant on external channels

Broker-Centric Design

We designed a dedicated broker interface with tools to enhance control and reduce friction:

• Smart filters for loan size, term, and lender preferences

• Real-time commission sliders showing broker and client views

• Instant preview of net offer to client, with clarity on fees and payouts

• One-click shareable links with prefilled client terms for easy handoff

This approach gave brokers confidence in the offer while reducing the complexity of presenting it.

Iteration & Feedback

After the initial launch, we engaged in a rapid feedback cycle:

• Usability testing with brokers using real use cases

• Added transparent commission breakdowns to improve trust

• Simplified visual hierarchy of offer cards to reduce cognitive load

• Integrated contextual help and streamlined export flow for formal client review

All updates were directly informed by broker interviews and behavior data.

Design System Foundation

To support long-term scalability, I created and maintained a modular Figma component library tailored for:

• Complex input states and conditional logic

• Dual-path flows for broker and direct users

• White-label adaptability for future enterprise clients

This enabled the team to iterate quickly while maintaining consistency and compliance.

Outcomes

• Reduced time-to-offer for both direct and broker flows

• Increased broker engagement through platform-native sharing tools

• Higher offer-to-acceptance conversion in the direct customer path

• Reusable design system now adopted across multiple FIBR products

Reflection

This project reinforced that designing for B2B finance means balancing user control with operational clarity. Collaborating closely with brokers gave us real empathy for their decision-making needs.

Most importantly, I learned that in finance, trust isn’t just a visual element — it’s built through precision, transparency, and workflow alignment.