Expert knowledge, accessible
Made expert knowledge more accessible for non experts.
Transforming balance sheet logic into a decision making tool for SME owners within George Business.
01
Working Capital is part of the Financial Health Zone within George Business, Erste Bank's B2B platform for SMEs with €1M to €50M in turnover. The opportunity was to translate three internal balance sheet ratios into a practical tool that could help business owners understand liquidity and act on it, without needing a finance background.
02
The bank already had the data, but it was framed for internal assessment rather than customer decision making. The product challenge was not only simplification. It was reframing expert financial logic into something trustworthy, usable, and commercially meaningful for SME customers. To succeed, the experience had to create user value for business owners while also supporting the bank's broader advisory role.
03
Lead Designer on the B2B web experience, working with one additional designer and cross functional partners across product and business. I shaped the product framing, interaction model, and information hierarchy, helping position the feature not as a reporting surface, but as a tool for better financial decisions.
04
The three ratios were treated as levers a business owner could understand and act on, rather than as abstract scores. Progressive disclosure became the core structural pattern, allowing only the level of financial context needed at each step. This helped reduce drop off risk while still preserving depth for users who wanted to explore scenarios through the what if simulator.
05
The feature aligned user value with business value by making financial health easier to act on and easier for the bank to position within a broader advisory relationship.
Made expert knowledge more accessible for non experts.
Reduced cognitive load through a clearer information hierarchy.
Created a more usable path from understanding to action.
06
The key insight was that users engaged more when financial ratios were framed as controllable inputs rather than institutional metrics. Looking back, I would pressure test dense layouts and legally required copy earlier, especially in German, where longer sentence structures can quickly create friction in already complex interfaces.