As Lead Designer for ShopTreo, I owned the end-to-end product design for both the mobile app and website. I led user research with the marketing department, translated these data into product strategy, and designed the full user journey—from onboarding and KYC to transaction history and credit access. I personally designed and iterated the core flows, simplifying complex financial processes into clear, accessible experiences. These design interventions reduced onboarding drop-off by 38%, cut time-to-credit approval by 45%, and increased user activation by 30%. My work improved task success rates by 41% and directly contributed to a 25% increase in successful credit disbursements within three months of launch.