Fintech
Insurance
Ongoing
Nordic Loan & Insurance Comparison Platform
Zmarta.se & Elskling.se both provide instant and intuitive offer comparison at the click of a button. Leveraging user-centered interaction, they intend to overtake their local markets.
role
UX/UI
At Fram Creative
Duration
4+ Years
Still ongoing
Market
Nordics
SE, NO, FI
outcome
+200%
overview
Simplifying complex financial decisions
Zmarta and Elskling operate in the Nordic financial comparison market — a space cluttered with jargon, hidden fees, and friction-heavy flows. Users would arrive wanting a loan or energy comparison, and leave overwhelmed before completing even the first step.
The challenge was clear: rebuild the experience from the ground up, centering trust and clarity without sacrificing the depth of information power-users need.
The Problems
High drop-off rates in multi-step comparison flows. Users distrusted the platform due to opaque fee structures and a dated visual language that signaled "low quality."
The Goals
Redesign all comparison funnels across both products to reduce cognitive load, increase user trust, and lift completed applications in electricity and car insurance by at least 25%.
outcomes
Key Results during the years
Six months post-launch, both platforms showed measurable improvements across all tracked KPIs. The redesign directly contributed to Zmarta's strongest Q4 performance in three years.