Research & Mapping
Since the platform is two-sided, I built a detailed User Flow for two completely different segments: students seeking funding and investors managing a portfolio.
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Overview
Initially envisioned as a broad social network for students, Jurna strategically pivoted to focus entirely on its core value: a FinTech investment and securitization platform. Designing this MVP was an exciting challenge that required balancing a seamless user experience with strict legal, financial, and security constraints.
My Role
Senior Product Designer
I was responsible for designing the platform's interface from scratch to the MVP stage.
Result
Successfully designed and launched a complex MVP for an investment platform, solving the problem of the "difficult entry barrier" to investing. The interface successfully transformed the complex concept of lending (ISA) into a transparent and understandable bridge between investors and students.
Problem
In the US, 44 million borrowers are burdened with $1.75 trillion in student debt, and investors lack a simple and transparent tool for investing in their futures.
44 M
borrowers
$1.75 T
in student debt
93.1%
student debt in is federal loans
70%
tied to errors and misconduct
8+ M
borrowers are in default
1/3
defaults are aged 50+
67%
low-income students
62%
of them are without a degree
* based on sources U.S. Federal Reserve by Statista, Federal Student Aid, 2020-2023
Ideation & Hypothesis
Instead of building another standard loan app, we made a strategic bet on the ISA model. Our core hypothesis was:
- The Value for Students: Securing funding against future job offers removes the immediate financial barrier to education.
- The Value for Investors: Calculating returns directly from a student's future salary minimizes the risk of default compared to the U.S. national average.
- Validating the MVP: To test this assumption without heavy backend development, we decided to manually process job offer data and calculate approximate investor returns in the first version.
Process
Simplifying Complex Logic
The ISA model is legally complex. I translated boring financial terms into a step-by-step, transparent in-app investing process to lower the barrier to entry for users.
Scoping the MVP
We cut off the unnecessary stuff and focused on key modules: onboarding, dashboard with student search, transaction flow and portfolio management.
Deep Domain Research & Compliance
Designing for FinTech requires more than just user interviews. I collaborated closely with stakeholders and legal experts to decode heavy financial frameworks — like securitization and Dutch/English auctions. This ensured our UX was not only user-friendly but strictly compliant with legal constraints.
Architecting the MVP (Dual Flows & Pools)
I mapped and designed two distinct, synchronized flows for students and investors from scratch. To launch faster and validate the business model, we made a strategic decision: instead of engineering complex direct 1-to-1 investments, I designed a "Student Pool" system. In the MVP, these pools are curated manually, but the UX architecture is fully prepared for future automation.
Adapting UI to the Strategic Pivot:
When the platform's core concept shifted midway, I had to completely redesign key experiences. Rather than starting from scratch and delaying development, I strategically leveraged our previously established UI/UX patterns to build out the new investment pages, ensuring a seamless transition and maintaining a fast delivery pace.
User journey mapping and ecosystem flow
Financial mechanics and loan securitization wireframes
MVP scope definition and feature mapping
Solution
Designing a Dual-Sided Ecosystem
Instead of just building separate pages, I focused on creating a synchronized, transparent experience for both user segments while keeping complex financial mechanics under the hood.
Dual-Sided Architecture
I mapped and designed parallel experiences for students and investors. The student dashboard focuses on applying for securitizations, tracking job offers, and monitoring cash flow. The investor side mirrors this logic but is tailored to portfolio management, risk evaluation, and browsing available pools.
Scalable Securitization Design Solutions
Following a strategic pivot from the CEO to remove direct communication between investors and students, the UI needed to bridge this gap. I engineered a robust component system for the "Securitization Cards." Using Figma variants, I designed 29 dynamic states (16 for students, 13 for investors) that automatically adjust based on variables, pool status, and individual user permissions.
Automating Trust & Compliance
To increase the percentage of successfully disbursed loans, the UX had to build absolute trust. I integrated seamless KYC (Know Your Customer) compliance checks, document uploads, and bank connections directly into the onboarding flow. Additionally, automated payment calculations tied to job offers empowered both sides to independently evaluate risks before committing.
Results
Lowering the Barrier to Entry
Lowered the barrier to entry for unqualified investors by translating the complex legal ISA model into a simple, step-by-step flow.
Reducing Cognitive Load
We've ensured data transparency by visualizing complex financial statistics in dashboards.
Scale and Successful Delivery
Designed and successfully launched a complex, two-sided platform (for investors and students) from scratch (Zero to One).
Learnings
Key takeaways from designing Jurna's investment platform:
Embracing the Pivot
Midway through, we faced an unexpected paradigm shift that turned the platform's core goals upside down. I learned how to quickly adapt and rework the design architecture while preserving the foundational relationship between the student, platform, and investor. It proved the immense value of stakeholders who are willing to change course rather than just "going with the flow."
Driving Cross-Functional Alignment
Being the sole designer on the project meant I couldn't just draw screens, I had to lead the design communication. With development starting just a month after the design phase, I focused heavily on prescribing clear guidelines and keeping developers, managers, and the CEO aligned to ensure our vision was implemented smoothly.
Navigating Strict Constraints
To design a compliant and secure product, I had to dive deep into the legal and financial side — from understanding Dutch and English auctions to navigating data privacy laws. Balancing a seamless UX with these strict boundaries was a massive challenge, but it proved to me that finance is definitely not boring :)
