spark
il
Designing One Experience Across a Fragmented Lending Ecosystem
I led the product design across borrower, lender, and admin experiences, creating a consistent visual language and coordinating the user journey across multiple platforms and technical systems.
Borrowers in Israel · Lenders worldwide · Product Designer & Project Lead
context
SparkIL was created as a joint initiative by Ogen and The Jewish Agency, connecting global lenders with small businesses in Israel through interest-free loans.
The MVP served three distinct audiences through separate interfaces: Israeli borrowers in Hebrew, international lenders in English, and an internal operational admin. Each experience also relied on several external platforms and services, creating technical and visual gaps that had to be bridged across the full lending journey.
I was the main point of contact with the client and owned the UX/UI, responsive behavior, and visual language across the product. I also coordinated implementation across vendors and platforms, working closely with the CTO on the more technical aspects.
Apply for loans, upload documents, track status, and manage repayments.
Browse loan opportunities, invest, and track returns.
Manage users, approvals, repayments, operations, and platform settings.
Apply for a loan > Upload documents > Track application status > Manage repayments
Browse loans > Invest in campaigns > Track portfolio and returns
User management > Loan approvals > Repayments & collections > Operational management
Forms, document collection, and application flows.
Marketing website and public-facing pages.
Payment processing and transactions.
Email notifications and automated communication.
Loan management and operational processes.
CRM, leads, and customer management.
Accounting, financial management, and repayment tracking.
Borrower submits a loan request.
Financial and operational checks are performed.
Borrower builds a fundraising campaign.
Lenders fund the loan.
Funds are transferred to the borrower.
Scheduled repayments and collections are managed.
Tracking balances, repayments, and lender returns.
The challenge
Making Multiple Products Feel Like One Experience
SparkIL served three very different audiences through separate interfaces: Israeli borrowers, international lenders, and an internal operations team.
Each audience needed a different experience. Borrowers were navigating a bureaucratic loan process, lenders needed to understand the businesses behind each loan and feel connected to their stories, and the admin team needed a more functional operational interface.
At the same time, the experience moved across several external platforms with different technical and visual limitations. The challenge was to preserve a recognizable product identity and a coherent user journey without forcing every audience or platform into the same interface.
The solution
One Product Identity, Adapted to Three Different Audiences
I created one visual foundation across the borrower, lender, and admin experiences, using the same typography and color system while adapting the expression to each audience. Borrowers received a lighter, more approachable experience, lenders a more story-driven interface centered on the businesses, and the admin remained neutral and operational. I also worked to bridge the visual and interaction gaps between the different platforms behind the product.
A shared visual foundation adapted to the needs of borrowers, lenders, and internal operations.
PRODUCT DECISION 01
One Brand, Two Very Different Audiences
THE PROBLEM
Borrowers and lenders were part of the same product, but they entered it with very different goals and expectations.
Israeli borrowers were navigating a bureaucratic loan process, while international lenders needed to understand the businesses behind each loan and feel connected to their stories.
DECISION
Keep the Foundation Consistent, Adapt the Expression
I kept the same typography and color system across both experiences, while adapting the visual language to each audience. The borrower experience used simpler layouts and illustrations to make the process feel more approachable. The lender experience gave businesses more visual presence through larger photography and stronger storytelling. The admin used the same foundation in a more neutral, functional form.
MY ROLE
I defined the visual language across all three interfaces and adapted its expression to each audience while preserving a recognizable SparkIL identity.
OUTCOME
The three experiences could serve very different users without feeling like unrelated products.
PRODUCT DECISION 02
Bridging Gaps Between Different Platforms
THE PROBLEM
The user journey moved across several platforms, including Webflow, FormTitan and operational systems, each with different technical and design limitations.
This sometimes created visible gaps between steps in the same journey, even though users experienced them as one SparkIL product.
DECISION
Prioritize Continuity Across Platform Boundaries
Rather than forcing every platform to behave identically, I focused on preserving the elements users relied on to understand where they were: visual language, content hierarchy, terminology and the flow between steps.
I worked closely with the vendors and the CTO to identify gaps, adjust implementations and refine transitions wherever the platform limitations allowed.
MY ROLE
I coordinated between the client, vendors and technical team, translated design requirements across the different platforms, and reviewed the implementations to keep the experience as consistent as possible.
OUTCOME
The product could move across different technical systems while maintaining a recognizable SparkIL experience, even when complete visual parity was not technically possible.
OUTCOME
A Coherent Product Across Multiple Platforms
SparkIL launched as a working lending platform connecting borrowers, lenders, and internal operations across several technical systems. The experience I designed brought those separate touch-points under one recognizable product language, while supporting different audiences, languages, and operational needs.
The product has since evolved and undergone a redesign by another studio. This case study reflects the version I designed and managed during my involvement.
REFLECTION
What I took from this project
This project taught me how much product consistency depends on what happens between screens, not just within them.
Working across different audiences, languages, vendors, and technical platforms pushed me to think beyond individual interfaces and focus on continuity across the full experience.