Redesign of corporate site for the largest Chinese loan provider


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A quick look

We set up an innovation team and worked in tandem to share our processes and know how for building a new corporate site focused on boosting lending sales for the largest loan provider in China.

Our Mission

We were tasked with redesigning the Homecredit China corporate site in order to drive online loan sales. We had to identify the best ways to reach the local population as financial education and identification of the people were significant hurdles to overcome. Since most of the transactions were cash, we had to figure out how to translate the experience to be more outcomes based using an online system.

Our Approach

Conducted direct customer research on site in the streets of Shenzhen and Tianjin, focused on understanding their customer journey. Used the U+ method to study the target demographic, iterating to ensure we captured the cultural language and design sentiments of the local customer.


  • Created the website focused on financial education and built in a loan calculator which would not allow for a loan amount greater than the customer could feasibly afford to pay off.
  • Outcomes based lending focused on the item the customer was seeking to purchase, allowing them to visualize the purpose based loans such as money for a phone or appliance.
  • Created a new online revenue stream and system to track the leads from lead generation through to the contract phase.
  • Collaborated with local innovations team on buildout of new innovations ecosystem.
  • Delivered the new site within three months and continued to support innovation activities with a dedicated system.

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