Internal tool created for Morses Club, with intent to replace external tools for additional customer application checks. Its implementation resulted in a 75% increase in acquisition journey leads while reducing dependency on third-party tools, leading to cost savings for the business.
Context
Morses Club PLC was a UK consumer finance company that offered a variety of loan products including home collected credit and online lending.
At the time of this project, Morses were making a push towards creating more internal tools that would empower their agents to process customer applications through an all-in-one system.
Details
Scope
Full-time
Improvement on existing product
Role
Concept
Research
UX & UI design
Tools
Figma
Figjam
HotJar
User Feedback Forms (Various)
Impact
PAM empowered MCL employees to aid customers with applications and bolstered risk investigation, ensuring alignment with Consumer Duty and FCA guidelines. Its implementation resulted in a 75% increase in acquisition journey leads while reducing dependency on third-party tools, leading to cost savings for the business.
Problem
Previously, the customer application-checking process was fragmented, time-consuming and limited to specific managerial levels. This resulted in an unnecessarily prolonged and inconvenient journey for the customer.
Key Question
How can we reduce form-fatigue while still essentially keeping the same number of questions that we had before?
Proposed Solution
Research
Investigated the original MAP solution architecture to determine what features could be kept as is and what could be improved, cut or conglomerated.
Conducted Figjam-based Q&A sessions with Morses employees to prioritise essential customer information and features. This collaborative approach ensured alignment with user needs, enhancing the efficiency of feature prioritisation and ensuring a user-centric design focus.
![]()
Ideation
Developed two initial web-tool designs – a single-page solution and a multi-page solution. The single-page solution was determined to be too overwhelming, so we opted for navigation between multiple pages to answer the necessary forms.
Implemented iterative enhancements until all necessary features were incorporated. This iterative process allowed for continuous improvement, ensuring the final design included all essential features while refining usability and functionality based on users’ feedback and their evolving needs
![]()
Visual Development
Branding
As an internal tool, the design did not require the same “flash” as that of the website. Simplicity was the aim from the start. The reduced need for strong branding was acknowledged, but there was still a desire to align with Morses’ colours.
Orange took on a primary role here, rather than its usual use as a secondary colour. This helped to maintain alignment with the brand, whilst differentiating it from what we would present to customers.
Consulting with employees throughout ensured strict prioritisation of necessary information and actions, enhancing clarity and usability within the interface.
Component Library
Demos
Testimonials
-
Dorian has a remarkable ability to capture not only what you want but what you need through design. ... They can consistently back every design with customer data, competitor analysis or best practice so you know that every detail has been thoughtfully created in a way that keeps user experience at its heart.
Sidonie Lawrie, Head of Product at Nurtur.Tech, Former Digital CX Product Lead at Morses Club
-
During our time together at Morses Club, Dorian consistently demonstrated a deep understanding of industry standards and trends in UI/UX design space. ... Dorian's talent, professionalism, and commitment to delivering top-notch work make them a valuable asset to any team.
Troy M, Business Analyst at CMAC Group, Former Business Analyst at Morses Club