defi Solutions - Idea42

Services used: UI/UX Marketing Development

work preface

defi has a great young and exciting culture that we’re very happy to have had the chance to be a part of. They’re constantly improving and adding to their product ecosystem, with one product being defi Servicing. It is a platform for businesses to service and manage auto loans. Half of our team helped defi develop and launch this new industry-leading Servicing product. The other half helped maintain and develop their existing LOS product.

Because of the nature of a B2B product, many of the ins-and-outs have to remain under wraps for the time being. For now however, we can discuss several specific features.

defi SERVICING – UI/UX, Marketing, Development

defi SERVICING preface
By the time our team got involved with the UX/UI design of the Servicing product, the development had already been well on its way. As they were developing their new product they noticed something missing –  design. Instead of looking for pretty UI, they were looking for a vision to make their awesome product into a cohesive system through experience and consistent UI.

As the product progresses and we understand our user's needs better, we plan to utilize this dashboard area for analytics that are specific to the customer. For now, it's just to display the tool & feature options.


The defi SERVICING product presented a challenge because of the size of scope. This single product is home to dozens of tools, each as revolutionary as the next. It was our designer’s challenge to make all of these tools cohesive and feel intuitive when switching between them. Some tools were part of the same flow while others were exclusive and self-contained.

Rule Builder

Some of these tools like the Rule Builder are quite expansive. The Rule Builder allows the user to trigger an action when specific criteria has been met (much like an if this, then that statement). This tool seems pretty straightforward on the surface. However, as we began building out scenarios we realized just how complicated some of these rules could get. We could have just restricted the user to only be able to write simple rules but we felt that by allowing complicated rules, it would add immense value to the tool. We looked into several UI solutions to build out this robust Rule Builder but landed on one that takes the form of a tree view. We felt that this pattern was the most readable since the scenarios vary so greatly.

Page Builder

Much like the Rule Builder, we wanted the client to be able to customize their agent’s pages to tailor to their needs. The Page Builder allows each client to craft the pages of information that their agents see. This way each team of agents can view all the information they need without the clutter of unnecessary details. Not only is this amount of customization a snazzy way of giving the clients ownership over their system, but it is also a money saver. The agent does not have to waste time searching through irrelevant information.

defi BAR

As we followed the same goals from the above tools and features, we wanted to increase customization even further by adding a feature that we’re calling defi BAR. Basically, defi BAR is a go-to spot for frequently requested information. This bar is always available on any account page. As the agent is speaking to their customer and servicing the account by using several account pages, this information on the defi BAR will always be available to them. This cuts down on searching for information, flipping back and forth, and can even avoid pain points of lost data caused by flipping back and forth between pages.

Oh, and ofcourse the defi BAR is completely customizable by the client on a per agent/team basis? Pretty cool eh?


While designing and developing the SERVICING product there were several times when our team was asked to contribute to the marketing of the product as well. We were able to assist their marketing efforts through putting together several powerpoint/keynote presentations, digital content, email templates, and eventually a landing page for customers to sign up for the beta version of the product. After our design team assisted in these ways, other departments within defi began requesting marketing assistance as well.

Once the landing page did it’s job capturing email addresses the team needed several email templates to send out for newsletters and also for client onboarding. Below are several examples of what we put together.

There were also several requests for other Servicing marketing materials such as powerpoint/keynote presentations and miscellaneous supporting graphics.


defi already had a development team put together but they needed some extra muscle to get the product shipped as soon as possible. Our developers integrated with defi’s team seamlessly allowing defi to nail launch dates and feature updates. Through spending plenty of time on-site with defi, by the end of our work there you just about couldn’t tell the difference between defi’s in-house developers vs the Idea42 developers.

defi SOLUTIONS (LOS) – Marketing, Development

defi SOLUTIONS (LOS) preface
defi’s LOS (Loan Origination Software) is what got them off the runway and into the startup-stratosphere. Maintaining and adding to this system is crucial for them to keep moving forward in creating more industry-leading tools.


Once our team began helping the Servicing team with their marketing efforts, we began getting requested from other departments and teams of defi to help them as well. We completed several email templates, landing pages, powerpoint/keynote presentations, digital ads and a configurable pricing website.


The half of our team that joined their LOS team helped implement new features and keep existing clients sailing smoothly. It wasn’t long before they became some of the core developers on the project. Eventually our developers working on defi’s LOS were the front facing members for collaborating and dealing with defi’s clients directly. They led implementation of countless new features, pain-point adjusting and bug smashing.

So, what's next?

We’re ready to get the ball rolling, use the form below to tell us about your idea or project. We can’t wait to get started!

(972) 696-9054