Dynamic Pre‑Qualification Flow with A/B Testing and UI Control

Context:

A fintech lender needed more flexibility in how it tested and optimized its loan funnel. Static forms, hardcoded flows, and limited A/B capabilities made it hard to iterate. They needed a dynamic system for collecting pre‑qualification data with total control over how, when, and where fields appeared.

What We Built:

Schema-driven pre‑qualification forms
Field types, validation, grouping, and UI behavior defined via backend configuration

Admin UI for flow definition
Non-technical team members could define multi-step flows, reorder fields, toggle visibility, and run variants

A/B testing logic per flow variant
Backend-managed split testing of field sequences, copy, and components (e.g., radio vs dropdown)

Lead capture & storage layer
Structured collection of pre‑qualification data with eligibility and CRM mapping baked in

Technologies Used:

• React frontend with dynamic form rendering
• JSON-based flow schema stored in MongoDB
• Node.js backend API for flow resolution and variant logic
• Feature flag & A/B logic integrated with front-end rendering
• Admin UI built with React and role-based access control

Results:

• Enabled marketers to launch new flow variants without engineering support
• Increased A/B testing cadence 5x
• 12% improvement in form completion rate after 3 test cycles
• Structured data model ready for downstream attribution and scoring