Palawan Pawnshop
Industry: Financial Services
Palawan Pawnshop is a leading Filipino financial-services company. The engagement redesigned their public website and delivered key tools: pawning & remittance calculators, a branch locator, a simplified CMS for marketing, and a custom analytics dashboard to improve customer self-service and marketing visibility.
RESULT
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Increased website traffic and engagement from clearer self-service tools and improved mobile experience.
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Marketing staff became faster and more autonomous publishing promotions, rate updates, and landing pages via the CMS.
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Improved campaign visibility: analytics dashboard allowed marketing to track campaign performance, calculator usage, and branch engagement to optimize spends.
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Reduced branch inquiries for routine questions (fees, payout expectations, branch locations) through accurate calculators and locator.
APPROACH
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Stakeholder workshops: aligned with marketing, ops, compliance, and IT to define business rules for calculators, branch data needs, and success metrics.
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User research: interviewed retail customers, remittance senders/receivers, and branch staff to map primary tasks and pain points (fee confusion, branch search, promo awareness).
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Mobile-first design: prioritized compact flows for quick calculations, branch lookups, and promo discovery on low-bandwidth networks.
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Iterative delivery: launched core calculators and branch locator as MVP, followed by CMS integration and analytics dashboards in subsequent sprints.
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Usability testing: validated calculator accuracy, locator discoverability, and CMS workflows with marketing and branch users; iterated on wording and microcopy for clarity.
DESIGN HIGHLIGHTS
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Pawning & remittance calculators: simple inputs, transparent fee breakdowns, and inline help explaining terms and typical timelines.
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Branch locator: type-ahead search, distance-based sorting, store hours, services offered per branch, and one-tap directions compatible with local map apps.
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CMS for marketing: template-driven editor for promos, banners, and rate changes with scheduling, preview, and role-based approval flows.
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Analytics dashboard: campaign performance overview, page-level conversions (calculator uses, locator searches), channel attribution, and branch-level engagement metrics.
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Accessibility & local UX: Tagalog/English copy options, large touch targets, and low-bandwidth image strategies for better reach across devices.
CHALLENGES
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Localized redesign for Filipino users: clear language, culturally relevant UX, and mobile-first behavior.
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Integrate accurate pawning and remittance calculators that reflect pricing rules, fees, and terms.
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Provide a simple, fast branch locator with search, filters, and map directions for thousands of branches.
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Ship a marketing-focused CMS that non-technical staff can use to publish promos, rate updates, and content quickly.
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Surface actionable metrics for marketing and operations via a bespoke analytics dashboard.
MY ROLE
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Lead UX Designer: led user research, information architecture, interaction design, prototypes for calculators, locator, CMS, and analytics dashboards.
