PLIM Finance
UX - UI
Fintech SaaS
Introduction
A British fintech platform offering "Buy Now, Pay Later" services for elective health & wellness procedures. We designed the product from UX research to high-fidelity Interfaces for both clinics and patients.
Problem Statements
PLIM operates at the intersection of finance and healthcare, two domains where trust, clarity, and ease of use are critical.
Patients
Unclear repayment terms
Complicated forms
High cost procedures
Lacking instant gratification
Lack of Transparent UX
Clinics
Manual process of registering users
Lack of real-time visibility on leads
Low conversions due to pricing
Scattered communication Channels
Unclear commission & timely payments
Understanding Users
To design an experience that works for both sides of PLIM’s platform, We focused on understanding the needs, challenges, and workflows of our two primary user groups: patients and clinics.
Customers
Clinics
“The Anxious Applicant”
A cost-sensitive user navigating healthcare and finance with caution
Sarah Thompson
Marketing Executive
Female
34
A working professional looking for flexible ways to pay for personal healthcare, but anxious about rejection, confusing terms, and financial transparency.
Location: London, UK
Preferred Device: Mobile (iOS)
Tech Proficiency: Basic (prefers WhatsApp)
Persona Overview
Behavioral Insights
Seeks treatments like dental work or skin care — emotionally driven decisions
Prefers mobile-first experiences with minimal steps
Easily overwhelmed by financial jargon or long forms
Trusts recommendations from clinics, but still skeptical about “finance” offers
Motivated by upfront clarity — "How much will I pay? Will I get approved?"
Goals & Motivations
Access treatments without upfront burden
Understand loan terms in plain, simple language
Know her chances of approval before applying
Avoid credit score impact or hidden fees
Have a smooth, non-embarrassing experience
Pain Points & Challenges
Rejection or complicated financial commitments
Skepticism toward BNPL in healthcare
Doesn’t trust brands that don’t explain repayments transparently
Often abandons forms halfway if they feel too “official” or pushy
PLIM Strategy
Retention & Monetization Strategy
Hook: Gentle onboarding with visual reassurance and benefit framing
Habit: Allow clinics to initiate/guide the process in-app
Trust: Clear language, repayment preview
Ideal Product Features
Get Instant Pre-Approved Credit
Initiate a callback request feature
Request support from plim or clinics
Request multiple quotations from clinics
Patients
Looks for approval indicators before applying
Relieved when things are clearly explained
Skeptical toward loans and hidden fees
Anxious about financial commitment
FEELS
Will this affect my credit score?
I want to know if I can afford
I don’t want to get rejected
SAYS
Asks the clinic receptionist for guidance
Starts the process on her mobile, then drops off halfway
DOES
Can I trust this provider? Will I regret signing up?
If this takes too long or feels fishy, I’ll drop off.
want to look better, but I can’t pay all at once
THINKS
User Flows & UX Strategy
Designing for simplicity, trust, and conversion across key user journeys.
We mapped and optimized primary user flows.
Designed flows for both users to reduce friction on both sides
Validated flows through internal testing and team feedback cycles
Applied empathy-driven microcopy to address anxiety and drop-offs
Used statuses & minimal UI layers to keep experiences lightweight
Wireframes & Validation
The wireframes were created in low to mid fidelity to validate content hierarchy, UX clarity, and task flows before moving into visual design. we tested them internally and with client to ensure the efficiency.
Each step shows only the next action needed, preventing overwhelm.
Focusing on functionality over aesthetics to advocate for user needs.
A powerful psychological driver that influences user perception, decision-making, and engagement. Often used to create a sense of desirability, status, and emotional connection.
It's Aesthetic
Elegant and visually sophisticated design that communicates premium quality.
It's Scalable
Adapts seamlessly across devices while showing premium appearance and functionality.
It's Accessible
Designed for everyone, balancing exclusivity with intuitive, inclusive user experiences.
It's Functional
Performs exceptionally with attention to detail in every interaction and feature.
Decoding Exclusive for Interface
We gathered and did a desk research to understand rationales behind the consumption of luxury as a topic for our user groups
In Fashion
In Tech
In Hospitality & Lifestyle
In Ornaments
In Finance
Exclusivity- Premium brands often pair white with accents of black, or deep colors to evoke a feeling of exclusivity.
Visual Design Rationales
Designing for trust, action, and elegance in a fintech experience at the intersection of healthcare and finance, the visual design had to strike a fine balance: premium and bold for brand confidence, clear and minimal for user trust. To achieve this, we built a dual-interface system
Black Interfaces
The black interface was used across PLIM’s landing pages, marketing materials, and lead-capture touchpoints.
Creates a bold & impactful visual identity for promotions, ads, and brand storytelling
Contrasts sharply with soft accent colors, guiding visual focus
It is exclusive, brings High Contrast, Persuasive & Power, shows confidence, and authority.
White Interfaces
Used for the core product experience such as loan applications, dashboards, and onboarding flows for patients and clinics.
Enhances legibility and approachability for forms and decisions
Makes complex financial data feel less intimidating
Supports fast scanning and clear input feedback for non-tech-savvy users
Montserrat
Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890
A clean, geometric sans-serif font that feels structured & approachable. Aligning with PLIM’s positioning as a modern, trustworthy financial partner for medical needs.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890
01234567890
01234567890
Colors
Brand tones
#DA9190 (warm blush)
#E7CECE (neutral skin tone)
#DA9190
#BDB7BA
#121212
#BDB7BA (neutrals)
#121212 (deep black)
Accent colors were used sparingly for key actions or alerts, Color contrast was tested for WCAG AA compliance wherever possible
Together, Montserrat and the brand palette helped PLIM visually communicate trustworthiness without intimidation, supporting smoother user journeys and increasing form completion confidence.
Outcomes & Impacts
The wireframes were created in low to mid fidelity to validate content hierarchy, UX clarity, and task flows before moving into visual design. we tested them internally and with client to ensure the efficiency.
34%
Conversion rates
724+
Clinics Onboarded
145931+
Unique Visitors
12310+
BNPL Invitations
Reflections & Learnings
This project sharpened my ability to balance business goals with user needs. I learned how to simplify complex decisions, design for trust in sensitive spaces, and own the end-to-end processes.
Connect to Content
Add layers or components to infinitely loop on your page.
PLIM Finance
UX - UI
Fintech SaaS
Introduction
A British fintech platform offering "Buy Now, Pay Later" services for elective health & wellness procedures. We designed the product from UX research to high-fidelity Interfaces for both clinics and patients.
Problem Statements
PLIM operates at the intersection of finance and healthcare, two domains where trust, clarity, and ease of use are critical.
Patients
Unclear repayment terms
Complicated forms
High cost procedures
Lacking instant gratification
Lack of Transparent UX
Clinics
Manual process of registering users
Lack of real-time visibility on leads
Low conversions due to pricing
Scattered communication Channels
Unclear commission & timely payments
Understanding Users
To design an experience that works for both sides of PLIM’s platform, We focused on understanding the needs, challenges, and workflows of our two primary user groups: patients and clinics.
Customers
Clinics
“The Anxious Applicant”
Sarah Thompson
Marketing Executive
Female
34
Location: London, UK
Preferred Device: Mobile (iOS)
Tech Proficiency: Basic (prefers WhatsApp)
Persona Overview
Goals & Motivations
Access treatments without upfront burden
Understand loan terms in plain, simple language
Know her chances of approval before applying
Avoid credit score impact or hidden fees
Have a smooth, non-embarrassing experience
Pain Points & Challenges
Rejection or complicated financial commitments
Skepticism toward BNPL in healthcare
Doesn’t trust brands that don’t explain repayments transparently
Often abandons forms halfway if they feel too “official” or pushy
User Flows & UX Strategy
Designing for simplicity, trust, and conversion across key user journeys.
We mapped and optimized primary user flows.
Designed flows for both users to reduce friction on both sides
Validated flows through internal testing and team feedback cycles
Applied empathy-driven microcopy to address anxiety and drop-offs
Used statuses & minimal UI layers to keep experiences lightweight
Wireframes & Validation
The wireframes were created in low to mid fidelity to validate content hierarchy, UX clarity, and task flows before moving into visual design. we tested them internally and with client to ensure the efficiency.
Each step shows only the next action needed, preventing overwhelm.
Focusing on functionality over aesthetics to advocate for user needs.
A powerful psychological driver that influences user perception, decision-making, and engagement. Often used to create a sense of desirability, status, and emotional connection.
It's Aesthetic
Elegant and visually sophisticated design that communicates premium quality.
It's Scalable
Adapts seamlessly across devices while showing premium appearance and functionality.
It's Accessible
Designed for everyone, balancing exclusivity with intuitive, inclusive user experiences.
It's Functional
Performs exceptionally with attention to detail in every interaction and feature.
Decoding Exclusive for Interface
We gathered and did a desk research to understand rationales behind the consumption of luxury as a topic for our user groups
In Fashion
In Tech
In Hospitality & Lifestyle
In Ornaments
In Finance
Exclusivity- Premium brands often pair white with accents of black, or deep colors to evoke a feeling of exclusivity.
Visual Design Rationales
Designing for trust, action, and elegance in a fintech experience at the intersection of healthcare and finance, the visual design had to strike a fine balance: premium and bold for brand confidence, clear and minimal for user trust. To achieve this, we built a dual-interface system
Black Interfaces
The black interface was used across PLIM’s landing pages, marketing materials, and lead-capture touchpoints.
Creates a bold & impactful visual identity for promotions, ads, and brand storytelling
Contrasts sharply with soft accent colors, guiding visual focus
It is exclusive, brings High Contrast, Persuasive & Power, shows confidence, and authority.
White Interfaces
Used for the core product experience such as loan applications, dashboards, and onboarding flows for patients and clinics.
Enhances legibility and approachability for forms and decisions
Makes complex financial data feel less intimidating
Supports fast scanning and clear input feedback for non-tech-savvy users
Montserrat
Typography
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890
A clean, geometric sans-serif font that feels structured & approachable. Aligning with PLIM’s positioning as a modern, trustworthy financial partner for medical needs.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
01234567890
01234567890
01234567890
Colors
Brand tones
#DA9190 (warm blush)
#E7CECE
#DA9190
#BDB7BA
#121212
#BDB7BA (neutrals)
#121212 (deep black)
Accent colors were used sparingly for key actions or alerts, Color contrast was tested for WCAG AA compliance wherever possible
Together, Montserrat and the brand palette helped PLIM visually communicate trustworthiness without intimidation, supporting smoother user journeys and increasing form completion confidence.
Outcomes & Impacts
The wireframes were created in low to mid fidelity to validate content hierarchy, UX clarity, and task flows before moving into visual design. we tested them internally and with client to ensure the efficiency.
34%
Conversion rates
724+
Clinics Onboarded
145931+
Unique Visitors
12310+
BNPL Invitations
Reflections & Learnings
This project sharpened my ability to balance business goals with user needs. I learned how to simplify complex decisions, design for trust in sensitive spaces, and own the end-to-end processes.
Connect to Content
Add layers or components to infinitely loop on your page.