Challenge

At this stage, InDebted had raised its Series B and was gearing up for the next funding round.

The business was scaling quickly across multiple markets, and the pressure was on to improve key metrics.Customer support analysis

The founder gave us a clear direction:
 we needed to scale in a way that was sustainable, not just fast.

• Gross margins had to improve

• Revenue needed to grow

• Market expansion

Approach

To figure out where the biggest pain points were, I teamed up with a Product Manager.

We went straight to customer support data, looking at what people were asking for help with. If customers kept reaching out, that meant friction in the product.

The support team used 19 different tags to categorise requests. A few of them stood out as clear opportunities.

Research

🔍 Payment Plan Details & Visibility

• Volume: 2.7% of CS requests (Apr–Jun) - Low but with a high agent handling time

• Customer questions: “What’s my remaining balance?”, “Which card/account are you charging?”, “Why was my last payment lower than expected?”

💸 Resolve payment plan

• Volume:Low but high agent handling time to settle account.

• Upside: This feature can reduce payments fees, breakage rate and gross margins

✏️ Payment Plan Amendments

• Volume: 5.9–6.8% of all CS requests (6,000+ in 3 months)


• Customer needs:
Update payment method (32%), Adjust payment frequency to match income (32%)

🤦‍♂️ Failed payment request

• Volume: below 0.5%

• Upside: huge opportunity to tap into revenue without increase gross margins

  
  

Design Exploration

Talk through early concepting:

• How you translated support insights into feature ideas

• Sketches or quick flows tested with team

• Exploration of user journeys across key pain points

Wireframes + Prototyping

• Validate the concept with stakeholders

• Align dev and product teams

• Plan content, interactions, and logic before investing in UI polish

Our 4-Phase Strategy for Self-Serve Success

We designed and delivered a phased rollout of lean, high-impact features. Each phase addressed a core user pain and unlocked business value.

PAHSE 1
Payment Plan Visibility


Customers lacked visibility into their plan status, leading to confusion, broken trust, and unnecessary support contact.

PHASE 2
Settle payment plan with ease

Customers who wanted to pay off their balance early had no easy way to do so, this required a manual CS flow.

PHASE 3
Failed Payment
Recovery

Problem:
 When a payment failed, the platform didn’t allow retries. Customers were left in limbo, often defaulting or cancelling plans.

PHASE 4
Plan Amendments

Amending plans (changing date, method, amount) required contacting support, delaying resolution and causing plan cancellations.

Key Lessons

• Lean design delivers real impact: Each MVP was scoped for fast learning, not just polish

• Self-service is scalable UX: These tools didn’t just reduce support they increased retention

• Compliance can drive clarity: Constraints helped us design cleaner, user-initiated flows

Design learnings

In high-growth environments, I design for speed, clarity, and scale. I lead with lean UX, validate quickly, and invest in what drives real outcomes for both business and users.