Creditas is a loan fintech primarily operating in Brazil and Mexico. Their core products include home equity loans, vehicle equity loans and insurance. For affiliated businesses, Creditas offers employees credit cards, payroll loans, and salary advances.

Overview

The app allows customers to manage their loans, make debit payments, and submit new loan requests if they want to.

Currently, our primary conversion channel is the website; however, only the initial stage of the customer journey is completed there. To continue a request initiated on the website, users are required to download the app. The problem in this scenario is the numerous breaks in the user experience throughout this journey.

Challenge

How might we transform the app into one of Creditas' primary conversion channels? 🔮

Our goal was to bridge these gaps in the customer journey and ensure a seamless transition from the website to the app, thereby creating a more cohesive and user-friendly experience. This transformation aimed not only to increase the app's prominence but also to enhance user satisfaction and boost conversion rates.

Process & Role

Before diving into the project, we formulated some fundamental questions that could guide us to explore all aspects of a challenge, providing a comprehensive and varied perspective. By breaking down problems into pieces, it`s possible to find more effective solutions and think of more creative ways to solve things

1. What are the current customer clusters?

2. What is the primary goal of the app? And the secondary goal?

3. How often do different user profiles access the app?

4. What are the main features used?

5. Where do non-customer app downloads originate from?

6. What are users' expectations when accessing the app?

7. What are the existing technical limitations?

Here are some finds

After analyzing access metrics, navigation data, and conducting research, we identified some key points:

• Current user journeys often direct users to external flows, increasing the likelihood of dispersion to other channels.

• More than 10 different products are available in the portfolio, but many of them are not adequately explored, preventing users from having a complete understanding of the company's offerings.

• The initial interface for non-customers resembles a web landing page, which may not be the most effective approach.

• All users access the same content regardless of their origin or interests. The lack of personalization makes communication less efficient.

• We do not educate the user on how the process of using a car or property as collateral works, which generates insecurity and many doubts in the user about the process

This project still is ongoing. The discoveryes was very usefull e bring it up a lot of important discussions about the company strategy. For while we have some explorations and studies of how to solve the problem.