Cargoes Finance: Smart Trade Lending
Overview:
DP World is a global leader in supply chain solutions. The design challenge was to deliver a finance platform optimized for international markets, while navigating legal and location-specific restrictions.
Challenge:
I worked closely with cross-regional stakeholders, product leadership, and engineering teams to design and deliver a smart lending experience. The product needed to support multiple jurisdictions and regulatory frameworks without compromising usability or access.
Project Info:
Role: UX Designer
Project date: 2022
Platforms: Figma, Zero Height, and User Testing
Approach:
Mobile Design First
User Testing and Interviews
Design System Development
User Flows
Medium and High-Fidelity Mockups
Prototyping and UX Strategy
Results:
Through iterative prototyping and feedback loops, we validated and enhanced critical user flows, including registration and dashboard tasks, driving improved task completion times and onboarding efficiency.
Below are two project highlights, Simplifying the User Registration and Updating the Dashboard
Simplifying the User Registration
Discovery & Define:
How might we simplify the onboarding process users to improve registration efficiency and enhance dashboard usability across multiple regions?
We identified a high-friction registration experience, driven by documentation requirements, as a core usability issue. To address this, I conducted targeted user interviews, synthesized insights into personas, and benchmarked regional onboarding norms.
Personas
Ahmed Khan – Trade Finance Manager (Dubai, UAE): Needs fast, compliant access to financial tools with minimal friction during onboarding.
Priya Sharma – SME Export Business Owner (Mumbai, India): Struggles with ambiguous document requirements and long verification cycles.
UX Solutions:
Tailored Flows: Streamlined onboarding logic based on residency, separating UAE and non-UAE users for optimized flow logic.
Automation: : Integrated OCR and KYC tools to minimize manual input, accelerate verification, and reduce error rates.
Non-UAE Residents Workflow
UAE Residents Workflow
Results and Metrics:
30%+ improvement in time-on-task for registration
Positive qualitative feedback from user testing on clarity and ease-of-use
Login flow optimized to 3 core steps with 5–9 total screens depending on residency and account type
Final Results
Dashboard
Discover and Define:
How might we improve the dashboard to help users quickly find relevant information and manage their financial tasks more efficiently?
Initial feedback revealed friction in finding key information, navigating updates, and customizing the experience. Users wanted clarity, prioritization, and better support for high-frequency tasks.
Desktop Before
Desktop After
Persona
Ahmed Khan – Trade Finance Manager (Dubai, UAE): Needs quick access to loan data and actionable insights.
Priya Sharma – SME Export Business Owner (Mumbai, India): Wants clear application statuses and repayment deadlines.
UX Process:
I facilitated a design workshop with product managers and engineers to identify key usability gaps. We aligned on priorities and co-developed a mobile-first dashboard concept with accessibility and personalization as core pillars.
Screenshots from Stakeholder Meeting
UX Pain Point Map
Stakeholder Miro board
Final Outcome:
Prototyping & User Testing: Created a medium-fidelity prototype and conducted user testing, receiving feedback from various stakeholders in the finance teams. Iterative improvements were made based on this feedback.
Enhanced Dashboard Usability: Although I left the company before final development, user testing confirmed improvement through A/B testing.
Cross-Functional Collaboration: Successfully collaborated with cross-functional teams to ensure the solution was technically feasible while prioritizing user experience.
