NOW Finance set out to reposition themselves as the straightforward, no-fuss alternative to traditional lenders. The brief was to redesign their website and loan application flow to better reflect that mission — and to make the process of getting a personal loan feel genuinely easy.
The redesign touched every layer of the experience. The colour palette was refined for better accessibility and brand confidence. A custom illustration set gave the brand a more relatable, human feel — moving away from the generic stock photography common in finance. Subtle motion and micro-interactions were layered in to make the interface feel polished without being distracting.
The site structure was reorganised to give users the information they needed at the right moment — a knowledge centre, loan calculators, and FAQs placed contextually throughout the journey rather than buried in a single resources section.
The loan application flow was rebuilt from the ground up. Every step was mapped against what users actually needed to know and do, cutting friction at each decision point.
What this delivered
33% increase in new visitor conversions following launch.
36% improvement in transaction intent — more users progressing deeper into the application flow.
20% reduction in bounce rate across key landing pages.
Stronger brand positioning that clearly differentiates NOW Finance from traditional lenders.
A scalable design system that allows the marketing team to build new campaign pages without breaking brand consistency.
Tools & Apps used
Part of my work with BJM Digital
This project was completed during my time at BJM Digital, where I worked as Lead Designer within the in-house team. The client was engaged directly through the agency, and I was responsible for leading the creative direction and design execution. You can explore more of their work and services here.
