Crowde Redesign — Agricultural Lending Platform

A mobile-first redesign of a P2P agricultural lending platform for Indonesian farmers — executed from heuristic evaluation through competitive analysis, user personas, and high-fidelity design.

The Problem

Crowde is a peer-to-peer lending platform connecting investors with Indonesian farmers. The platform existed as a web-only product — visually outdated, complex for its target users, and not optimized for mobile, the primary device of most Indonesian farmers.

The Original Platform

The existing web interface was built with an investor-first mindset. The farmer experience felt like an afterthought — dense financial language, unclear loan status tracking, and no educational support for users entering formal lending for the first time.

Original Crowde web platform — the starting point for the redesign

Design Process

This is the only project in my portfolio that executes a complete, textbook UX process — from research through final design. My professional projects at BRI often moved directly to high-fidelity due to timeline constraints; this course project shows I can execute the full methodology.

Key Screens

Loan Application Form

The GARAP loan application form uses segmented controls instead of free-text fields wherever possible, reducing cognitive load for users unfamiliar with financial forms. Document requirements are listed upfront — no surprises mid-flow. A persistent "Lanjut" CTA anchored to the bottom keeps the primary action always thumb-reachable.

Loan Tracking Timeline

The tracking screen answers the farmer's most common question — "what do I need to do next?" — without requiring them to interpret status codes. A visual timeline with numbered steps and orange progress indicators shows exactly where they are in the 5-stage process (Pengajuan → Berlangsung → Pengembalian).

Farmer Education Zone

Education is positioned as a companion to the lending experience, not a separate product. The zone surfaces content categorized by farmer type (Konvensional, Moderat, Urban) — making recommendations feel personalized rather than generic. This turns a transactional tool into an ongoing relationship with the platform.

Utility Screens

The help center uses a searchable FAQ structure with categorized topics (Pendana, Peminjam, Tentang CROWDE) — designed so farmers can self-serve common questions without contacting support. Empty states and success screens use friendly illustrations rather than generic system messages, maintaining trust throughout the flow.

Key Design Decisions

Trust-Building Through Transparency

Every financial detail is visible and explained. No hidden fees, no jargon without definition. The UI uses trust signals throughout: verified badges, clear contact information, and step-by-step explanations of what happens after each action.

Mobile-Native, Not Mobile-Adapted

This wasn't a responsive shrink of the web version — it was designed for how farmers actually use their phones. Thumb-friendly navigation, segmented controls for selections, camera-first document upload, and offline-aware states for rural connectivity.

Education as Retention

The Farmer Education Zone provides genuine value (better practices = better yields = better repayment rates) while creating a reason to return beyond loan transactions. Content is categorized by farmer type, making it feel curated rather than generic.

Outcome

This was a course project — not shipped in production. But it demonstrates what my professional projects at BRI often couldn't: a complete, research-grounded UX process where every design decision traces back to a specific finding, not aesthetic preference.