Home Credit
Scaling a unified digital infrastructure across different markets
DIRECT TEAM
1 x Product Manager
1 x Design Lead (Me)
1 x Copywriter
1 x Illustrator
3 x Developers
TASKS
Research
Client Workshop
Product Design
Prototyping
Usability Testing
Feedback & Iteration
Handover Documentation
Internal Training
DURATION
2020-2025
5 Years
The Background
Home Credit is an European financial services provider operating across four Asian markets. While the markets shared the same brand, each region maintained its own platforms independently. Over time, this led to separate products with different features and underlying systems. While these apps served local needs, the lack of alignment created long-term challenges.
The Challenge
Operating independent regional platforms meant repeated development efforts, higher maintenance costs and slower rollout of new features. Each region evolved separately, creating inconsistent user experiences and operational complexity.
The focus was on unifying different markets under a shared digital infrastructure while equipping Home Credit’s internal teams with the right tools and processes.
PROBLEM STATEMENT
How might Home Credit unify and scale multi-market products while keeping them flexible enough for local regulations and user needs?
The Research
I started by taking a step back to understand how each region was operating and what products they were offering. I analyzed the existing user flows and aligned with regional teams to learn what worked well and what did not.
The Philippines
Indonesia
Vietnam
Although the apps shared similar purposes, there were gaps both visually and functionally. Some features existed in one but not another and the same features were often handled in completely different ways.
I aligned the core features and identified what needed to remain local and what could be standardized to reduce overall complexity and make future updates more efficient.
The Approach
The scope involved unifying front-end and back-end systems across four regions, requiring a redesign of the design system while simultaneously rebuilding and optimizing existing and new user flows.
I led the development of the unified design system and managed end-to-end redesign for assigned flows.
01 Unified Design System
Home Credit revealed that most of their users across all four markets were not that tech savvy, as a result every design decision needed to prioritize clarity and familiarity. I looked at the most successful financial apps in the regions to identify the visual patterns and interaction that users are already familiar with and trust.
Common visual patterns
Bold/high color contrast
Icon-based grid menus
Card-based sections
Brand graphic assets
Gamficiation reward visuals
Micro-
animations
Easy readability scanning
Action-driven labels
With these insights, I began exploring visual directions while staying within Home Credit's brand guidelines. The iterations required sign-off from all four regional teams, a process that demanded both creative flexibility and strong stakeholder alignment.
I audited every component across the products, mapping where it appeared, how it functioned and what dependencies it carried.
Each component was designed with market-specific variants to accommodate local regulations and UX requirements, while keeping the visual language as consistent as possible across all four markets.
Approved components were handed off to development for Flutter implementation, where any change propagates across the entire app instantly. Updates were rolled out in batches, starting with the lowest-risk components first, with testing and bug fixes completed across all devices before moving to the next.
02 End-to-end Flow Management
Each market operated under its own regulations, so I began by conducting a full feature audit across all four regions. mapping shared functionality against market-specific requirements to create a framework that respected local compliance. I owned the end-to-end flows for core journeys including Login/Registration, eKYC, Loan Application, Product Offer, E-Sign and Marketplace features.
With separate Figma files per region, I structured and maintained them to keep work organized, traceable and ready for handoff.
The flows were reviewed with regional teams to gather feedback and secure alignment before anything moved forward. With four markets running in parallel, a structured review process was essential to keep decisions clear and timelines on track.
Once flows were approved, all screens went through a full localization pass with the copywriter, ensuring every screen was accurately translated and culturally appropriate before handoff to development.
03 Sprint Management
Every release directly impacted real users, we worked in continuous testing and iteration cycles, ensuring usability and minimal disruption with each launch.
WEEK 1
Research & Ideation
-
Stand ups to discuss technical goals and status updates
-
Define the design focus for the sprint
-
Conduct quick research or audits
-
Create wireframes to explore various solutions
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Present early concepts to stakeholders and developers
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Ongoing development support, including reviewing builds and flagging issues from the previous sprint
WEEK 2
Prototyping & Validation
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Create high fidelity designs with design components
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Run usability tests to identify friction points
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Align with stakeholders to finalize designs based on feedback and findings
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Prepare documentations and assets for development handoff
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Ongoing development support, including reviewing builds and closing issues from the previous sprint
To keep all teams aligned across different time zones, we used Azure DevOps as our main project management tool. It gave full visibility into sprint planning, requirements, ownership, timelines and progress while keeping product owners, designers and developers in sync.
Designing for scale.
Although each region technically operates its own product, they are approached as a unified foundation designed to scale seamlessly across multiple markets.
To support long-term scalability, the Design System reduces visual inconsistencies and enables designers and engineers across different regions to work within the same visual language.
With all components built in Flutter, designs stay close to real implementation and cutting unnecessary development effort.
To make the Design System easier to understand, the Widgetbook documents every implemented component in one place, giving clear visibility into how each component behaves in production.
While all four markets share a common foundation, each platform is adapted with localized language, market-specific features and regional compliance requirements built in from the start.
To support faster go-to-market needs, the CMS (Content Management System) gives marketing teams direct control over content, making launching campaigns, adjusting messaging and responding to market changes more efficient.
The RTDM (Real-Time Decision Management) system automates personalized loan offerings based on each customer’s profile and eligibility, replacing generic promotions with offers that are relevant.
We supported the full lifecycle, from concept to design to development and ongoing maintenance while building the tools needed for scalability.
The Results
87%
Improved design consistency
34%
Increased handoff efficiency
60%
Reduced deployment effort
11%
Increased loan application
I unified four independently operating markets under one single design foundation, improving inconsistencies, accelerating cross-market delivery and minimizing duplicated effort across design and development.
I created clear documentation, ran training sessions and supported the clients through hands-on shadowing to ensure a smooth transition. By the end of the engagement, the client's internal teams were fully equipped to own, build on and maintain the platforms independently.