The first project I'm going to talk about here is called Top Up.
Creditas sells credit, and one of the credit options allows you to receive a percentage of your car's value. When a client already has this credit, they can request a "Top Up" to get more money using the same car.
The goal was to increase lead generation, as only 2% of people who viewed the offer in the app went on to simulate and request an offer.
Based on benchmark data, we knew it would be challenging to increase conversion, but any improvement would be significant since Top Up has a low CAC and COS.
The design process was shortened due to a two-week deadline.
I started my discovery phase by mapping the current flow and identified usability and UX writing issues, which were confirmed through Hotjar analysis and interviews with the salespeople who make initial contact with these customers.
The conclusion was that customers did not understand the product and the displayed values, and they were hesitant to request a new loan without intention.
The solution was to keep only the relevant information for the simulation phase and rewrite all the content. I handed over the current screens to the Content Designer with no text and asked them to fill them in. Through this exercise, we generated some variations of texts that we tested with company personnel and validated with the salespeople.
We achieved a 4% increase in the conversion rate, which was great considering the low effort. We already expected a small percentage improvement, but it had a positive impact on revenue, bringing relevance to the product and leading us to prioritize improvement opportunities that didn't seem as promising before.
The second project I want to share is the integration between Creditas and Nubank.
Nubank aimed to offer its customers an alternative for personal credit and decided to partner with Creditas to provide credit with a car as collateral for customers who needed more money than what personal credit allowed.
The challenge was to seamlessly connect the experiences and explain the product to individuals who may not be familiar with secured credit.
The first step in the process was to collaborate with Nubank to determine the user flow within their app and understand the user journey. Once we had a clear understanding of the initial flow, we brainstormed how Creditas' offering would be presented to these users. We focused on explaining the product and highlighting the advantages it provided to these customers.
Finally, we defined how the transition of the experience would occur. It was crucial to ensure that customers understood that although they were using Creditas' platform, they would still benefit from being within the Nubank partnership.
Our proposed solution was to showcase Creditas' credit options on the home screen of the Nubank app. This link would direct Nubank customers to a landing page that explained the partnership, the product, and the associated benefits. We made it clear to customers that by clicking the link, they would be leaving the Nubank environment and entering the Creditas platform. Throughout the credit simulation process, we displayed a Nubank top bar to reassure customers that they were in the correct flow of the partnership and would still receive their cashback rewards.
As it was a partnership, our primary goal was to ensure the integration of the flow. However, the partnership performed so well that we had to release it to customers in batches due to high demand.
The third and final project I'd like to share is about the creation of the auto ecosystem.
As Creditas grew, we realized that we could have various products related to our customers' cars, enabling cross-selling and increasing product usage frequency.
However, in the app, customers could only request a loan and track their invoices. So the challenge was to rethink the customer experience in a way that would allow us to introduce new products in a scalable manner, tailored to each type of customer.
We listed the possible products we could offer to customers, and based on that list, we organized an architecture for each use case.For example:If I have a customer who has been repaying their loan with ease, I can offer them more loans or a better car service, such as enhanced insurance.
But if I have a customer who is struggling to repay their loan, I can offer them the option to trade or sell their car to receive the difference in value.
Once we understood the use cases, we began visual explorations, created a prototype, and took it to Maze for testing.
The customer feedback on the new architecture was positive. They understood that Creditas was offering new car-related services. We only had to make some adjustments to certain components and writting.
Our solution was to provide a view of services around the customer's car and emphasize that the car serves as the enabler for using Creditas' products.
Shortcut buttons are typically used for recurring actions, but we recognized the importance of including these components to generate awareness of the products Creditas offers, without the customer having to search for them.
We decided to include information about the car's value because we believed that this information could trigger the desire to sell or trade the car. Additionally, it allows the customer to track the value and increases app usage frequency.
Although this view did not go live, this delivery prompted the squads to break down tasks and prioritize small-scale tests to evolve the app towards achieving this vision.Furthermore, it contributed to the company's product reorganization. We had separate business units related to customer cars, but we realized that it made a lot of sense to bring those teams together.
