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These campaigns were created for First Republic Bank's Small Business Loan website and Student Loan Refinance calculator. Student Loan Refinance calculator was redesigned making it more in line with the current trend and minimizing the number of steps for potential customers' needs to information to get the results. 

Website Design

Mobile Interface Redesign

Marketing Collaterals

Social Media Ads

The objective was to come up with an idea that shows First Republic Bank goes out of its way to support Small Business Owners and make the whole process simple and smooth so that it will encourage Small Business Owners to take the loans and grow their business to the next level.

I was the only Visual Designer on the team. 

I joined the First Republic as a Senior Visual designer when it was just a small team of 1 Marketing Manager, 1 engineer, the Creative Head, and myself for a Small Business Loan. I led the UX and UI strategy for the team. I've been extremely fortunate to have been part of this journey and have grown tremendously during my time at First Republic, some key achievements of which I have listed below:

  • Turned an idea into a product: The ability to transform an idea into something much more tangible is a process that is both exhilarating and rewarding. I worked closely with the Creative Head and team to shape the product vision and strategy of the Small Business Loan. While the product is still in the initial phase and has not yet been released to the public, being able to see how much we have grown as a team, is truly sensational.

  • Juggled many different hats: Working in an early stage is not easy. I dedicated numerous hours of my spare time and weekends to conducting research, sketching, testing, and designing the product alongside coordinating events, writing video scripts, and creating pitch deck presentations, for the business and marketing side of the business.

  • Pitched to Stakeholders: I developed skills in not only designing our pitches but also presenting them to Stakeholders and the product team. 


Interest rates may be important to small business borrowers, but when it comes to how satisfied they are with recent borrowing experiences, it’s not all about the money. Instead, applicants have more gripes about the process, ease of application,  speed, and transparency along with the information on the website.

I wanted to validate these problems so I took the initiative to run focus group sessions with the frustrated users.



After listening to these Users, we discovered the top frustrations:

  • High-Interest Rates: Small business loans often come with higher interest rates compared to loans for larger businesses or personal loans. The interest rates may be a significant burden for small businesses, affecting their cash flow and profitability.

  • Limited Loan Amounts: Small business loans may have lower borrowing limits compared to larger corporate loans. This limitation can be a challenge for businesses that require substantial funding for expansion, purchasing expensive equipment, or other capital-intensive projects.

  • Inflexible Repayment Terms: Loan repayment terms and schedules may not align well with the cash flow of small businesses. Fixed monthly payments can strain the finances of businesses with seasonal fluctuations or irregular income patterns.

  • Lack of Transparency: Some borrowers feel that lenders lack transparency in terms of providing clear information about loan terms, fees, and potential costs. Unclear or hidden fees can catch borrowers off guard and lead to dissatisfaction.


Mark Thompson

Age: 42         Occupation: Family-Owned Retailer (Home Furnishing)         Business Size: 10 employees


Mark is a dedicated business owner who manages a family-owned retail store specializing in home furnishings. The business has been in the family for two generations and is well-known in the local community.


  • Secure loan for inventory, and store improvements

  • Flexible repayment

  • Value competitive rates

Pain Points:

  • Limited financial resources hinder growth opportunities and necessary investments

  • Inflexible repayment terms strain finances due to seasonal fluctuations in the retail industry

  • Need for funds to support inventory updates and store expansion or renovation


After gathering the findings from the research, I worked with the team to define the problem statement.




The existing loan process lacks transparency and has lengthy applications, high-interest rates, inflexible terms, and limited funding access for small businesses that hampers the growth of small business owners.


As a product, we wanted to position ourselves as the leading Financial Institute/Lender management platform with 3 key focus areas:


  • Ease of Application:​ Streamlined and user-friendly application process. A platform that provides comprehensive information about the loan application process, industry-specific criteria, required documents, and estimated approval timelines.

  • Transparency and Communication: Transparency in loan offerings. They desire clear and upfront communication from financial institutions regarding interest rates, terms, and requirements.

  • Online and Digital Solutions: Online loan applications and digital platforms that allow them to upload required documents securely. Eliminating paper-based processes and leveraging technology, making it more efficient and convenient.


User testing was an iterative process that was conducted at every milestone of the project to identify the biggest pain points in the current version. Once feedback was gathered, I would revisit the prototypes and provide them to test them again.

For the brand, I wanted to create a refreshing, minimalist, and clean UI that conveyed trustworthiness and progression for the Business owners.

website 2nd page
Testimonial page
Testimonial pop up
SLR Calculator
SLR Connect with banker
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