Review Screen
How to simplify the credit loan experience for
returning users and encourage them to close the deal
Creditas
2022
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My roles
Design Strategy
Discovery
Information Architecture
User Flow
User Research
Wireframes
Prototyping
Usability Testing
Overview
Creditas is a fintech and digital platform that offers secured credit and operates with four main products: secured loan, secured vehicle loan, private payroll loan, and vehicle finance.
Our challenge is to improve the returning customer experience, which is the company’s strategic focus.
Context
For returning clients who have previously filled out our lead form, the inconvenience of having to re-enter all the information can be a source of frustration, resulting in decreased responsiveness or a reluctance to proceed with the loan application process.
Goals
1 – Simplify the loan application process for returning clients, minimize the number of steps required in our lead form..
2 – Enhance conversion rates and encourage the return of leads to complete the loan application
Solution
A review information screen simplified to clients who already input their informations and want to reactive the credit request.
Proposal
When a returning lead is eager to complete the loan application process and in a hurry, having to go through all three steps of the lead form again can create stress and even lead to dropouts.
To address this issue, we propose implementing a review screen that displays the information previously provided by the user. This screen would allow the user to simply review and confirm the information before proceeding to the analysis stage. By offering this streamlined experience to our clients, we can reduce the number of questions and ultimately minimize the drop-off rate.
Current Scenario
Our standard lead form is step by step being composed of three steps:
1 – Credit value, name and mail (4 inputs)
2 – Personal information (+10 inputs)
3 – Garantee information (+10 inputs)
Being able to consolidate all the information into a single screen would make the experience for returning clients much easier, as it eliminates unnecessary steps in the application process.
Research
To validate our hypothesis, we started a round of research with our users, being devided into:
– Usability Test (quantitative)
– Survey (quantitative)
– User Interviews (qualitative)
Usability Test
We have decided to test our initial prototype using Maze, which allows users to test the flow and provide insights.
The goal is to observe user interaction and understand what improvements are needed to enhance the user experience.
The majority of users (63%) feel comfortable reviewing their information in the new flow.
In this scenario the idea was understand which informations would be changed the most.
Survey
The goal with the survey was understad the “jobs to be done” of our clients who were accesing the lead form.
The validation happens in hotjar, after the user finish filling the form. It was divided into two questions, being:
Question 01
Now that you have filled out all the entire Creditas form, which of these would most meet your expectation?
(. ) Receive a loan proposal
(. ) Receive a loan simulation
(. ) Pass by a credit analysis
(. ) Get a loan without complications
Question 02
What information were you most interested in obtaining when you filled out the form?
Highlights:
User interview
We did some interviews with our leads, seeking to understand the motivator in search a credit solution, and mostly understand the returning reason.
User Flow
We will send an SMS to users who have completed the lead form, passed the analysis, but did not proceed with closing the credit application. When the user returns to the simulation screen after logging in and completing the necessary security procedures, they will have access to a review screen. This screen will allow them to review and modify any information as needed before proceeding to the fast analysis stage, where they can be either approved or disapproved.
Ideation & Validation
High definition
Outcomes
The conversion in our review screen was increased in +38%, and we reduced the user’s time on the screen from 5 to 13 minutes to less than 1 minute.