JP+
Momentum
Momentum
Reimagining SME Financing: From 2-Week Waits to 2-Day Approvals.
Summary
Momentum is a strategic reimagining of the imSME platform, originally developed for Credit Guarantee Corporation (CGC) during my tenure at Cloud Kinetics.
Client / Context
CGC (via Cloud Kinetics)
Project Type
Financial Infrastructure & Strategic Vision
Role
Principal Product Designer
Status
Shipped Product (imSME) &
North Star Concept (Momentum)
While the shipped product (imSME) successfully served 225k+ visitors under strict GLC guidelines, Momentum represents the "Ideal State"—an evolution of the design system that retains the core business logic but applies international fintech standards to maximize user trust and efficiency.
+185%
Growth in Advisory Cases
(From 2,709 to 7,721)
RM9.2M
Direct Financing Approvals
550%
Efficiency Scale
Achieved via AI Automation
225,816
Visitors, Total Traffic in 2024
Key Outcome
Driven +185% growth in conversions & 550% efficiency scale.
Impact
Reduced processing time from 2 Weeks → 2 Days.
The Challenge
Securing capital is a major hurdle for first-time entrepreneurs. Lacking the financial history and familiarity with corporate banking, they often find the loan process opaque and intimidating. This “experience gap” can prevent promising new businesses from getting off the ground.
Key Challenges
Information Overload
Original application required navigating 20+ pages of confusing paperwork.
Trust Deficit
SMEs feared data leaks and lacked confidence in digital-only banking.
Decision Paralysis
Faced with too many banking products, users didn't know which one fit their business size.
Low Interest Financing
The Solution
I designed Momentum, a guided and transparent pathway to business financing. The platform prioritizes clarity and education, featuring an instant eligibility calculator, a jargon-free annotated application form, and a visual dashboard that tracks every step. It’s designed to feel less like a bank and more like a helpful partner.
Role & Approach
As the Product Designer Lead, I moved beyond just "drawing screens." I led the negotiation between Bank Stakeholders and User Needs. My process was to take complex banking requirements and translate them into a clear, jargon-free interface, ensuring that even as business needs shifted, the final design remained simple and trustworthy.
Approach
Solving The "Black Box" Anxiety
Bridging the gap between Bank Processes and User Expectations.
The Progress Anxiety /
User Pain
“How is my application by the way?”
“I applied 2 weeks ago. Is my application lost? Is anyone even looking at it?”
Solution
Transparent Milestone Tracking.
A visual timeline showing exactly where the application sits in the banking pipeline.
The Rejection Confusion /
User Pain
“I’ve no idea on why it has been rejected.”
“I got rejected but I don't know why. I'll never apply here again.”
Solution
Constructive Feedback Loop.
Actionable insights explaining why a rejection happened and how to fix it (e.g., "Missing Tax Docs").
The Choice Paralysis /
User Pain
“There’re a lot.
Which should I go for?”
"There are 20 banks.
I don't know which one fits my business size."
Solution
Algorithmic Matching.
Instead of a generic list, the system recommends the top 3 banks based on revenue and industry data.
Built for Scale
A modular system allowing 20+ partner banks to integrate seamlessly. A robust and scalable design system was established in Figma to ensure consistency covering everything from typography to interactive components.
Design Foundations
A clear system of colors, typography, and spacing was defined to create a cohesive and professional visual language for the entire platform.
Reusable Components
Key UI elements, like the application stepper, were built as flexible components with multiple states to ensure a consistent user experience across complex flows.
The Workflow
The project was organized with a clear page structure in Figma, separating the design system, wireframes, and final screens to create an efficient workflow for design and developer handoff.
CGC Digital completed the imSME beta version in November 2023, and the actual migration and technology refresh was successfully done on 31 March 2024.
Source: CGC Annual Report 2023
Document: CGC_AR2023.pdf, page 135, under section “Outlook and Prospects”.
Navigating Constraints:
The Evolution
Product design is a balance between idealistic vision and stakeholder reality. Here is how the design evolved through different strategic phases.
The Original Concept (Exploration) /
Context
The initial "Blue Sky" exploration focused on gamification and a younger, startup-centric vibe.
Verdict
Too casual for traditional banking partners.
The Client Release
(Shipped Ver.) /
Context
The live version (imSME) adjusted for strict GLC (Government Linked Company) constraints and legacy branding requirements, serving 225k+ users annually.
Verdict
Functional and compliant, but visually conservative.
Momentum
(The Strategic Vision) /
Context
The "Ideal State" design. It retains the core logic of the shipped product but applies a modern, international Fintech aesthetic (cleaner, sharper, removing cognitive load).
Verdict
The direction for the future.
Validated by CGC's Integrated
Annual Report 2024.
Business Impact:
Quality Over Quantity
The Impact
I shifted the strategy from "vanity metrics" to "value metrics". The goal was to ensure every visit translated into meaningful assistance.
+185%
Growth in Advisory Cases
(From 2,709 to 7,721)
RM 9.2M
Direct financing approvals facilitated via the digital pathway.
550%
Efficiency Scale
Achieved via AI Automation without adding headcount.
225,816
Total traffic in 2024, validating the platform as a primary financial inclusion channel.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Number of Financial Advisory Provided, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Key_Highlights, page 1, under Section “Business”.
imSME Total Visitors & Total Approved Financing 2024.
Source: CGC Annual Report 2024.
Document: CGC_IR2024_Key_Highlights.pdf, Page 2, under Section “PILLAR 1: Sustainable Solutions”.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Number of Financial Advisory Provided, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Key_Highlights, page 1, under Section “Business”.
imSME Total Visitors & Total Approved Financing 2024.
Source: CGC Annual Report 2024.
Document: CGC_IR2024_Key_Highlights.pdf, Page 2, under Section “PILLAR 1: Sustainable Solutions”.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Disclaimer
This case study reflects the strategic design and user experience deployed during my tenure (July 2023 – Jan 2025). As of May 2025, the live platform (imsme.com.my) has undergone subsequent updates by a new team and may no longer reflect the design decisions presented here. The data cited above corresponds strictly to the 2024 Audited Financial Year during which my design was active.
Copyright © 2026
Momentum
Reimagining SME Financing: From 2-Week Waits to 2-Day Approvals.
Summary
Momentum is a strategic reimagining of the imSME platform, originally developed for Credit Guarantee Corporation (CGC) during my tenure at Cloud Kinetics.
Client / Context
CGC (via Cloud Kinetics)
Project Type
Financial Infrastructure & Strategic Vision
Role
Principal Product Designer
Status
Shipped Product (imSME) & North Star Concept (Momentum)
While the shipped product (imSME) successfully served 225k+ visitors under strict GLC guidelines, Momentum represents the "Ideal State"—an evolution of the design system that retains the core business logic but applies international fintech standards to maximize user trust and efficiency.
+185%
Growth in Advisory Cases
(From 2,709 to 7,721)
RM9.2M
Direct Financing Approvals
550%
Efficiency Scale
Achieved via AI Automation
225,816
Visitors, Total Traffic in 2024
Key Outcome
Driven +185% growth in conversions & 550% efficiency scale.
Impact
Reduced processing time from 2 Weeks → 2 Days.
The Challenge
Securing capital is a major hurdle for first-time entrepreneurs. Lacking the financial history and familiarity with corporate banking, they often find the loan process opaque and intimidating. This “experience gap” can prevent promising new businesses from getting off the ground.
Key Challenges
Information Overload
Original application required navigating 20+ pages of confusing paperwork.
Trust Deficit
SMEs feared data leaks and lacked confidence in digital-only banking.
Decision Paralysis
Faced with too many banking products, users didn't know which one fit their business size.
Low Interest Financing
The Solution
I designed Momentum, a guided and transparent pathway to business financing. The platform prioritizes clarity and education, featuring an instant eligibility calculator, a jargon-free annotated application form, and a visual dashboard that tracks every step. It’s designed to feel less like a bank and more like a helpful partner.
Role & Approach
As the Product Designer Lead, I moved beyond just "drawing screens." I led the negotiation between Bank Stakeholders and User Needs. My process was to take complex banking requirements and translate them into a clear, jargon-free interface, ensuring that even as business needs shifted, the final design remained simple and trustworthy.
Approach
Solving The "Black Box" Anxiety
Bridging the gap between Bank Processes and User Expectations.
The Progress Anxiety /
User Pain
“How is my application by the way?”
“I applied 2 weeks ago. Is my application lost?
Is anyone even looking at it?”
Solution
Transparent Milestone Tracking.
A visual timeline showing exactly where the application sits in the banking pipeline.
The Rejection Confusion /
User Pain
“I’ve no idea on why it has been rejected.”
“I got rejected but I don't know why. I'll never apply here again.”
Solution
Constructive Feedback Loop.
Actionable insights explaining why a rejection happened and how to fix it (e.g., "Missing Tax Docs").
The Choice Paralysis /
User Pain
“There’re a lot. Which should I go for?”
"There are 20 banks.
I don't know which one fits my business size."
Solution
Algorithmic Matching.
Instead of a generic list, the system recommends the top 3 banks based on revenue and industry data.
Built for Scale
A modular system allowing 20+ partner banks to integrate seamlessly. A robust and scalable design system was established in Figma to ensure consistency covering everything from typography to interactive components.
Design Foundations
A clear system of colors, typography, and spacing was defined to create a cohesive and professional visual language for the entire platform.
Reusable Components
Key UI elements, like the application stepper, were built as flexible components with multiple states to ensure a consistent user experience across complex flows.
The Workflow
The project was organized with a clear page structure in Figma, separating the design system, wireframes, and final screens to create an efficient workflow for design and developer handoff.
CGC Digital completed the imSME beta version in November 2023, and the actual migration and technology refresh was successfully done on 31 March 2024.
Source: CGC Annual Report 2023
Document: CGC_AR2023.pdf, page 135, under section “Outlook and Prospects”.
Navigating Constraints:
The Evolution
Product design is a balance between idealistic vision and stakeholder reality. Here is how the design evolved through different strategic phases.
The Original Concept (Exploration) /
Context
The initial "Blue Sky" exploration focused on gamification and a younger, startup-centric vibe.
Verdict
Too casual for traditional banking partners.
The Client Release (Shipped Ver.) /
Context
The live version (imSME) adjusted for strict GLC (Government Linked Company) constraints and legacy branding requirements, serving 225k+ users annually.
Verdict
Functional and compliant, but visually conservative.
Momentum (The Strategic Vision) /
Context
The "Ideal State" design. It retains the core logic of the shipped product but applies a modern, international Fintech aesthetic (cleaner, sharper, removing cognitive load).
Verdict
The direction for the future.
Validated by CGC's Integrated Annual Report 2024.
Business Impact:
Quality Over Quantity
The Impact
I shifted the strategy from "vanity metrics" to "value metrics". The goal was to ensure every visit translated into meaningful assistance.
+185%
Growth in Advisory Cases
(From 2,709 to 7,721)
RM 9.2M
Direct financing approvals facilitated via the digital pathway.
550%
Efficiency Scale
Achieved via AI Automation without adding headcount.
225,816
Total traffic in 2024, validating the platform as a primary financial inclusion channel.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Number of Financial Advisory Provided, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Key_Highlights, page 1, under Section “Business”.
imSME Total Visitors & Total Approved Financing 2024.
Source: CGC Annual Report 2024.
Document: CGC_IR2024_Key_Highlights.pdf, Page 2, under Section “PILLAR 1: Sustainable Solutions”.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Number of Financial Advisory Provided, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Key_Highlights, page 1, under Section “Business”.
imSME Total Visitors & Total Approved Financing 2024.
Source: CGC Annual Report 2024.
Document: CGC_IR2024_Key_Highlights.pdf, Page 2, under Section “PILLAR 1: Sustainable Solutions”.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Disclaimer
This case study reflects the strategic design and user experience deployed during my tenure (July 2023 – Jan 2025). As of May 2025, the live platform (imsme.com.my) has undergone subsequent updates by a new team and may no longer reflect the design decisions presented here. The data cited above corresponds strictly to the 2024 Audited Financial Year during which my design was active.
Copyright © 2026
Momentum
Reimagining SME Financing: From 2-Week Waits to 2-Day Approvals.
Summary
Momentum is a strategic reimagining of the imSME platform, originally developed for Credit Guarantee Corporation (CGC) during my tenure at Cloud Kinetics.
Client / Context
CGC (via Cloud Kinetics)
Project Type
Financial Infrastructure & Strategic Vision
Role
Principal Product Designer
Status
Shipped Product (imSME) & North Star Concept (Momentum)
While the shipped product (imSME) successfully served 225k+ visitors under strict GLC guidelines, Momentum represents the "Ideal State"—an evolution of the design system that retains the core business logic but applies international fintech standards to maximize user trust and efficiency.
+185%
Growth in Advisory Cases
(From 2,709 to 7,721)
RM9.2M
Direct Financing Approvals
550%
Efficiency Scale
Achieved via AI Automation
225,816
Visitors, Total Traffic in 2024
Key Outcome
Driven +185% growth in conversions & 550% efficiency scale.
Impact
Reduced processing time from 2 Weeks → 2 Days.
The Challenge
Securing capital is a major hurdle for first-time entrepreneurs. Lacking the financial history and familiarity with corporate banking, they often find the loan process opaque and intimidating. This “experience gap” can prevent promising new businesses from getting off the ground.
Key Challenges
Information Overload
Original application required navigating 20+ pages of confusing paperwork.
Trust Deficit
SMEs feared data leaks and lacked confidence in digital-only banking.
Decision Paralysis
Faced with too many banking products, users didn't know which one fit their business size.
Low Interest Financing
The Solution
I designed Momentum, a guided and transparent pathway to business financing. The platform prioritizes clarity and education, featuring an instant eligibility calculator, a jargon-free annotated application form, and a visual dashboard that tracks every step. It’s designed to feel less like a bank and more like a helpful partner.
Role & Approach
As the Product Designer Lead, I moved beyond just "drawing screens." I led the negotiation between Bank Stakeholders and User Needs. My process was to take complex banking requirements and translate them into a clear, jargon-free interface, ensuring that even as business needs shifted, the final design remained simple and trustworthy.
Approach
Solving The "Black Box" Anxiety
Bridging the gap between Bank Processes and User Expectations.
The Progress Anxiety /
User Pain
“How is my application
by the way?”
“I applied 2 weeks ago. Is my application lost? Is anyone even looking at it?”
Solution
Transparent
Milestone Tracking.
A visual timeline showing exactly where the application sits in the banking pipeline.
The Rejection Confusion /
User Pain
“I’ve no idea on why it has been rejected.”
“I got rejected but I don't know why. I'll never apply here again.”
Solution
Constructive
Feedback Loop.
Actionable insights explaining why a rejection happened and how to fix it (e.g., "Missing Tax Docs").
The Choice Paralysis /
User Pain
“There’re a lot. Which should I go for?”
"There are 20 banks. I don't know which one fits my business size."
Solution
Algorithmic
Matching.
Instead of a generic list, the system recommends the top 3 banks based on revenue and industry data.
Built for Scale
A modular system allowing 20+ partner banks to integrate seamlessly. A robust and scalable design system was established in Figma to ensure consistency covering everything from typography to interactive components.
Design Foundations
A clear system of colors, typography, and spacing was defined to create a cohesive and professional visual language for the entire platform.
Reusable Components
Key UI elements, like the application stepper, were built as flexible components with multiple states to ensure a consistent user experience across complex flows.
The Workflow
The project was organized with a clear page structure in Figma, separating the design system, wireframes, and final screens to create an efficient workflow for design and developer handoff.
CGC Digital completed the imSME beta version in November 2023, and the actual migration and technology refresh was successfully done on 31 March 2024.
Source: CGC Annual Report 2023
Document: CGC_AR2023.pdf, page 135, under section “Outlook and Prospects”.
Navigating Constraints:
The Evolution
Product design is a balance between idealistic vision and stakeholder reality. Here is how the design evolved through different strategic phases.
The Original Concept (Exploration) /
Context
The initial "Blue Sky" exploration focused on gamification and a younger, startup-centric vibe.
Verdict
Too casual for traditional banking partners.
The Client Release
(Shipped Ver.) /
Context
The live version (imSME) adjusted for strict GLC (Government Linked Company) constraints and legacy branding requirements, serving 225k+ users annually.
Verdict
Functional and compliant, but visually conservative.
Momentum
(The Strategic Vision) /
Context
The "Ideal State" design. It retains the core logic of the shipped product but applies a modern, international Fintech aesthetic (cleaner, sharper, removing cognitive load).
Verdict
The direction for the future.
Validated by CGC's Integrated Annual Report 2024.
Business Impact:
Quality Over Quantity
The Impact
I shifted the strategy from "vanity metrics" to "value metrics".
The goal was to ensure every visit translated into meaningful assistance.
+185%
Growth in Advisory Cases
(From 2,709 to 7,721)
RM 9.2M
Direct financing approvals facilitated via the digital pathway.
550%
Efficiency Scale
Achieved via AI Automation without adding headcount.
225,816
Total traffic in 2024, validating the platform as a primary financial inclusion channel.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Number of Financial Advisory Provided, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Key_Highlights, page 1, under Section “Business”.
imSME Total Visitors & Total Approved Financing 2024.
Source: CGC Annual Report 2024.
Document: CGC_IR2024_Key_Highlights.pdf, Page 2, under Section “PILLAR 1: Sustainable Solutions”.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Number of Financial Advisory Provided, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Key_Highlights, page 1, under Section “Business”.
imSME Total Visitors & Total Approved Financing 2024.
Source: CGC Annual Report 2024.
Document: CGC_IR2024_Key_Highlights.pdf, Page 2, under Section “PILLAR 1: Sustainable Solutions”.
Total Enquiries Received, 2022 vs 2024.
Source: CGC Annual Report 2022 vs 2024.
Document 1: 2022-Annual-Report.pdf, page 55, under Section “Performance of MyKNP.”
Document 2: CGC_IR2024_Governance.pdf, page 18, under Section “III. RELATIONSHIP WITH CUSTOMERS”.
Disclaimer
This case study reflects the strategic design and user experience deployed during my tenure (July 2023 – Jan 2025). As of May 2025, the live platform (imsme.com.my) has undergone subsequent updates by a new team and may no longer reflect the design decisions presented here. The data cited above corresponds strictly to the 2024 Audited Financial Year during which my design was active.
Copyright © 2026
Jeff Pow