Work
Scaling fintech with holistic business design
Elevating customer experiences by unifying the brand across global markets
Ferratum Group is one of Europe's leading fintech companies, providing credit loans to consumers and small businesses. I played a key role in driving online sales growth through conversion optimization and enhanced customer experiences, while ensuring a consistent brand identity across both physical and digital channels.
Background
Ferratum Group, now known as Multitude, operates in over 20 countries under global and local brands, with a strong focus on expanding their portfolio and exploring new ventures. I was essentially brought in as an internal management consultant to digitalize business models, elevate design quality, enhance customer experiences, and drive online sales growth. Early on, I recognized the need to reshape the brand for consistency and impact across all markets.
Collaboration & Process
Each business case was treated as an independent project. The work involved collaborating with a diverse group of stakeholders, including country, operations, and marketing managers, as well as designers, developers, customer service, partners and loyal customers. Some projects were entirely unique, while others involved replicating successful strategies from other markets.
Digital Service Design
The work involved streamlining and reshaping the digital experience and brand across multiple countries. This included reshaping marketing websites for prospects, optimizing customer accounts to boost loyalty, and leading the design and implementation of mobile and tablet applications to enhance engagement. One key outcome was my introduction of responsive design and mobile-first approaches into the company culture.
I always created user flows to give stakeholders a clear, holistic view of the service architecture and customer journeys, which the developers particularly valued.
Strategic Learning
As I worked closely with various countries, I identified common challenges and solutions across markets. For example, every business needed a digital loan application process, customer authentication, a private customer account and struggled with driving the traffic. To accelerate go-to-market efforts, I created frameworks and strategies to address these needs effectively, including a marketing strategy that directed both offline and online customers toward sales events.
A key element of the marketing strategy was to unify the brand across all channels, ensuring consistent visuals and messaging across different media, as outlined in the original strategic document. Later in my career, I expanded this approach beyond marketing to ensure that both the service itself and customer facing staff communicated in line with the overall brand identity.
Outcome
By systematically identifying and replicating best practices, tactics and strategies, we achieved a minimum 5 % increase in conversion rates, with some countries seeing improvements of up to 30 % after the redesign. Key elements included the newly introduced customer account and mobile application, which minimized business risks through automated credit scoring and boosted sales by offering personalized maximum credit limits.
Reflection
I was instrumental in streamlining and reshaping the brand across digital channels in all countries. Along with design responsibilities, my role involved selecting and leading technical providers and external consultants to effectively execute the business vision. My expertise in customer-centric design, conversion optimization, and behavioral science contributed to delivering successful outcomes from both design and business perspectives. ▪
Methodologies
Digital service design, customer centric-design, business design, conversion optimization, marketing strategy and design & project management.