Role: Optional target-user variant guidance.
Focus: Financial situation, behavior, mental model, copy tone, and layout emphasis.
Agent Use
Use this file only when designing or refining a variant for a target user. It is not the default source of truth when a complete Figma design is available.
Use it to choose:
- target-user variant strategy
- trust, urgency, or education emphasis
- copy tone
- CTA framing
- what to reduce, explain, or reinforce in a layout
When To Use
- The user asks for a new target-user variant.
- The user asks for vibe-coded UX without a complete design file.
- The user asks to refine an existing layout for conversion, drop-off, trust, urgency, or financial anxiety.
- The user names a target persona, segment, or behavior.
- The design file is incomplete and UX intent must be inferred.
When Not To Use
- A complete approved Figma design is provided and no target-user variation is requested.
- The task is purely structural, such as file placement, route wiring, or component export cleanup.
- The task is pure design-system implementation with no copy, flow, or behavior decision.
- The user explicitly asks to match an existing design without persona adaptation.
Executive Summary
The ecosystem has a large active pipeline and a conversion gap among high-quality applicants. UX success means moving users from curiosity to reliance by addressing the specific friction that blocks trust, speed, or next-step confidence.
Target-User Variant Matrix
| Persona | Trigger | Mental Model | UX Need | Layout Rule | Copy Rule | Avoid |
|---|---|---|---|---|---|---|
| Steady Earner | repeat borrower, high trust, stable profile | "I use this tool to manage my lifestyle." | speed and control | Keep the page compact, reduce explanation, surface the direct next action | direct, efficient, confident | over-explaining basics |
| Climbing Borrower | improving profile, stable income, longer tenure | "I am improving my financial standing." | progress and recognition | Show progress, milestones, eligibility growth, or positive reinforcement | encouraging, future-facing | making the user feel stuck |
| Second-Chance Seeker | urgent liquidity, fast funding need | "I need help right now, no matter the cost." | relief and speed | Minimize fields, reduce reading load, emphasize secure fast completion | calm urgency, plain language | dense legal or secondary choices |
| Window Shopper | good credit, comparing offers | "I am comparing you against the market." | validation and transparency | Show value proof, rate clarity, comparison support, and control | rational, transparent, benefit-led | sales pressure or vague terms |
| Hesitant Applicant | approved but stalled, fear of fine print | "I want this, but I'm afraid of the fine print." | trust and reassurance | Clarify commitments, fees, next steps, and reversibility | reassuring, specific, low-pressure | hidden details or abrupt CTAs |
| Aspiring Borrower | near-miss decline, borderline profile | "I'm working hard but the door is closed." | advisory next step | Show why, what can improve, and the next best action | "not yet", supportive, specific | hard rejection language |
| Long Shot | high risk, low understanding, older/high-friction profile | "I'm struggling and don't know why." | education and stability | Break down next steps, reduce abstraction, show help paths | simple, empathetic, educational | shame, jargon, or dead ends |
Active Pipeline Opportunity
- Actionable middle: Users who resemble funded personas but are stuck.
- High-value stalled: Higher-income users who may need trust, clarity, or reactivation.
- Target geography: Ontario concentration may matter for campaign, copy, or compliance variants.
Injection Rule
Before changing copy or layout for a persona-driven variant, identify the likely persona, choose the matching UX need, and state how the design changes support that need.