2020 Lending App of the Year — concept to recognition.
I led the concept, UX architecture, and end-to-end creative direction for the GoToLoans web and mobile platform — owning product design, visual systems, and interaction patterns from first sketch through shipped product. The platform was recognized as the 2020 Lending App of the Year.
Go To Loans is a fintech lender helping consumers access the equity in their vehicle — the leading Canadian provider of automotive repair loans and title loans, with a solution considerably less costly than credit cards and short-term lending centers. The product spans a customer-facing marketing site, a mobile application, and a 3-tier back-end dashboard with a proprietary CMS that handles vendor & lender onboarding, loan processing and tracking, customer registration, and full CRM tooling.
The engagement extended into a Marketing & Brand Director role — producing all company creative assets, video training materials, brand guidelines, and the advertising deliverables used in the sales process and B2B onboarding.
Marketing site, mobile app, lender portal, and admin tooling.
Marketing Site — Promo
Lender Login — Mobile
Mobile — Choose Repair Centre
Mobile — Repair Centre Detail
Mobile — Repair Centre Confirm
Super Admin — Email Templates
Brand — Print Collateral
Project Overview
What was designed and shipped.
Customer Marketing
Front-facing marketing site, conversion paths, and a clear story for consumers comparing Go To Loans to costly short-term alternatives.
Mobile Application
Customer mobile flows for choosing a repair centre, requesting a loan, and tracking progress — tuned for a single-session completion.
Lender Portal
Lender-side login, dashboard, and review tooling — the daily work surface for credit and risk teams.
Vendor Onboarding
Vendor and repair-centre onboarding flows that integrate seamlessly with loan processing and disbursement.
3-Tier Back-End CMS
Proprietary CMS/CRM with super-admin tooling for email templates, action triggers, customer accounts, and full loan tracking.
Brand & Marketing
Identity, brand guidelines, sales deliverables, video training assets, and B2B-onboarding collateral — one cohesive system.