Small Business Credit Made Simple - D&B Credit Insights
The Team:
UX Designer
Product Manager
Two development teams
My Role:
Senior UX Designer
User and Competitor Research, Strategy, Interaction Design, Responsive Design, Hi-fidelity prototyping, Heuristic analysis, Copy
8 minute read (for all pages)
TL:DR
- Redesign of a legacy B2B SaaS application that makes establishing, growing, and managing business credit easier
- Consumer grade experience for the less financial savvy customer
- Product validation research
- Responsive web design
- NPS increase of 42% for Q1 2024
Project Background
Dun & Bradstreet “D&B” is a data and analytics company whose database contains business data on more than 240 million companies. They the largest volume of business-credit information in the world – think Experian for business.
Dun & Bradstreet had a problem. Their small business credit product, Credit Builder, was not converting enough free users to a paid tier. Customers main pain points were difficulty deciphering the information in their credit file and they weren’t seeing enough value in the product to warrant paying for it. Plus, the product was the subject of an FTC order. It was time for a change.
I joined D&B as the Senior UX designer and joined a product triad (UX design, product design, development) tasked with designing the new Credit Insights product that would replace Credit Builder. The product vision for Credit Insights was to create a SaaS product consisting of a suite of tools that small business owners “SMB’s“ could use to establish, grow, and manage their business credit. It would guide them on their credit journey, educate them, and most important it would impart value that would get them to pay for the product.
The main feature of Credit Insights would be Scores and Ratings. The Scores and Ratings dashboard would provide several credit scores and ratings that reflected the credit health of the customer’s business. They could then drill down to view the data driving each score and rating. Other features of Credit Insights would pertain to company information and payment history that lenders, suppliers, and vendors could consider in making a credit decision. Customers would also have the ability to compare their credit scores to other companies that they selected.
Below are screenshots showing the metamorphosis.
From this – D&B Credit Builder
To this – D&B Credit Insights
Check out Design Process for how the design for Credit Insights came to be.
