Rubyx is a fintech startup focused on financial inclusion. They were founded in 2019 by former colleagues from Baobab Group. Through their embedded lending platform, Rubyx enables banks, microfinance institutions, and platforms to offer short-term loans instantly to small and medium enterprises (MSMEs) in Africa and beyond.

The Rubyx platform uses AI algorithms to improve credit risk analysis and generate tailored loan offers. Rubyx needed to show prospects and lending partners they could be trusted.

Building trust was my main focus as Rubyx’s First Designer. I led a brand redesign to position them as a digital lending pioneer. I also led product discovery and design work for their web apps. This included drawing upon explainable AI and progressive disclosure principles to optimize for different types of users.

Beyond design deliverables, the most impactful thing has been bringing user-centered processes to the team’s work. For example, templates for customer journeys, feature requests, and a design system for developers. The design team may be small, but great UX is everybody’s business now!

By the end of 2023, Rubyx had loaned over 140 million Euros. They scored 7.4 million SMEs daily for twenty partners. Investment funds are interested and an acquisition could happen soon.

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