Peer-to-peer (P2P) lending fosters connections that empower individuals.
We recognize Prosper's commitment to these values, yet we saw how some elements of the platform could be improved to support this mission.
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Use this space to promote the business, its products or its services. Help people become familiar with the business and its offerings, creating a sense of connection and trust. Focus on what makes the business unique and how users can benefit from choosing it.
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Use this space to promote the business, its products or its services. Help people become familiar with the business and its offerings, creating a sense of connection and trust. Focus on what makes the business unique and how users can benefit from choosing it.
We explored brand opportunities that included an approachable, human-centric design as a way to elevate Prosper's platform, creating a space where users feel connected as a community.
Our first step was to perform a brand audit, which included speaking directly with the users themselves.
We spoke with a self-identified "intimidated investor" who wants to support women-owned businesses but doesn't know where to start on the platform.
She mentioned feeling overwhelmed by some of the financial jargon, and just doesn't want to make a bad decision with her money.
We also spoke to a community-seeking customer, who has successfully borrowed on Prosper.
But, he misses the personal connection that he finds on other sites, like in crowdfunding communities.
Our interviews helped us uncover the gap between Prosper's intent and its users' lived experiences.
These stories, and others alike, helped inform our strategic design choices.
Visual Storytelling
There's an opportunity to make the loan tracking experience a more visual narrative
Customizable Avatars & Descriptive Icons
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Borrowers choose from simple icons reflecting their business type (restaurant, tech startup, etc.)
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As investors pledge, their icons (also customizable) appears on the borrower's progress bar
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A suite of icons to explain where borrowers are in their loan opportunity. The house icon shows "building a foundation," an uploaded financial document morph into a sturdy "pillar of support", etc.
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P2P is meant to be people-focused. This approach combats the feeling that borrowers are mere "credit scores"
It's time to celebrate the success stories of users who have benefited from Prosper's P2P lending system. By integrating not just the standard filters (loan amount, term, etc.), but curated categories that resonate with emotions and financial sense.
Purposeful Lending
Incorporating a Progress Bar
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Each loan story unfolds in chapters, following a loan from application to repayment, offering a perspective for both borrowers and lenders.
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This is a unique opportunity to personify the experience, by including headings that resonate with the borrower's journey.
Developing a unique voice.
We pushed Prosper's voice to be more approachable by creating bespoke imagery that is both humorous while reinforcing collaborative investing.
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FOSTERING CONNECTIONS. EMPOWERING INDIVIDUALS. FOSTERING CONNECTIONS. EMPOWERING INDIVIDUALS. FOSTERING CONNECTIONS. EMPOWERING INDIVIDUALS.
Humanizing the P2P Lending Experience
By placing the relational lending at the forefront, we've transformed a transactional platform to cultivate community.
Purposeful lending, visual storytelling, personalized avatars, and a unique voice are just the beginning. With this revitalized brand identity, Prosper is poised to not only lead the P2P lending industry, but to redefine what it means to connect, empower, and prosper together.
Disclaimer: This case study is speculative, created by Kanu to showcase our creative and strategic skills, without brand involvement.