Take-Home Case: Improve Loan Sanctions via LE(Loan Eligibility) Funnel & Ops
Links (for context only):
● Website: [Link]
● LE form: [Link]
Goal
Over the next 8 weeks, increase monthly loan sanctions by +20% without increasing
marketing spend.
Engineering bandwidth constraint:
● Sprint 1 (first 2 weeks): 2 engineers + 1 designer
● Next 6 weeks: 1 engineer
Background
Loan-intent traffic is rising, but loan sanctions are falling. The LE form is a primary entry point
and includes the following funnel steps:
LE Visits → Page 1 Completed → Page 2 Completed → OTP Verified → Output Viewed
Downstream, the process continues through Ops and lenders until sanction.
Data (Dummy, last 6 weeks)
A) LE Funnel (weekly)
Wee LE Visits Page 1 Page 2 OTP Verified Output Viewed
k Completed Completed
W1 18,000 9,900 6,930 5,960 5,540
W2 19,200 10,300 7,050 5,910 5,420
W3 20,800 10,950 7,250 5,780 5,240
W4 22,500 11,500 7,300 5,540 4,920
W5 24,300 12,000 7,250 5,260 4,560
W6 26,000 12,400 7,100 5,020 4,220
B) Downstream funnel (weekly)
(Downstream begins after OTP Verified — we can only contact users after verification.)
Wee OTP Leads Qualifie Docs Lender Apps Sanctio
k Verified Contacted in d Completed Submitted ns
24h
W1 5,960 4,650 (78%) 4,000 1,800 1,320 310
W2 5,910 4,320 (73%) 3,920 1,720 1,250 295
W3 5,780 3,930 (68%) 3,850 1,610 1,180 276
W4 5,540 3,380 (61%) 3,720 1,450 1,080 255
W5 5,260 2,990 (57%) 3,520 1,260 980 228
W6 5,020 2,560 (51%) 3,360 1,140 900 205
C) Ops SLA & lead mix (weekly)
Week Avg time to 1st Avg days to docs High Intent share
contact completion
W1 6 hrs 8.2 days 36%
W2 7 hrs 8.8 days 33%
W3 8 hrs 9.6 days 30%
W4 10 hrs 10.9 days 27%
W5 12 hrs 12.8 days 24%
W6 15 hrs 14.0 days 22%
Your Tasks (Submit 5–7 slides OR 2–3 pages)
1) Diagnose (max 1 page / 2 slides)
● Where is the biggest leakage and why?
● Provide 2–3 hypotheses (LE funnel vs Ops/SLA vs lead quality mix shift, etc.).
● Pick the single most likely root cause and defend it using the data.
2) Prioritize & propose solutions (max 2 pages / 4 slides)
Pick ONE primary lever to move sanctions in 8 weeks and propose 3 interventions.
Constraints for your 3 interventions:
● At least 1 product intervention in the LE experience (Page 1 / Page 2 / OTP / Output)
● At least 1 ops/SLA intervention
● At least 1 lead-quality / triage intervention (without increasing marketing spend)
For each intervention, include:
● What exactly will change?
● Why it will work (mechanism)
● Effort level (S/M/L)
● Risk & downside
Also include a rough impact estimate (back-of-the-envelope math is fine).
3) Measurement plan (max 1 page / 1 slide)
Define:
● North Star metric
● 3–5 leading indicators across funnel stages
● 2–3 guardrail metrics
● How you’ll measure impact (A/B test, phased rollout, cohort comparison, etc.)
4) Execution plan (max 1 page / 1 slide)
Provide an 8-week plan:
● Sprint 1 (2 weeks): what ships
● Next 6 weeks: what scales
● Dependencies (Eng/Design/Ops)
Missing info / assumptions
If you feel any information is missing, you are free to assume what you need and proceed.
Clearly list your assumptions and ensure your solution is consistent with them.
Calculations
Please feel free to include the calculation sheet separately.
What we evaluate
● Structured thinking (clean funnel logic)
● Comfort with numbers (conversion + impact sizing)
● Root cause vs symptom separation
● Prioritization under constraints
● Metrics and measurement maturity
● Clarity of communication