Serasa Experian

Reducing friction in a credit journey for millions of consumers

Role

Product Designer

Period

2021–2023

Context

B2C

Duration

Around 2 years

My role

Product Designer on credit journeys, focused on critical funnel steps, research, and continuous optimization.

Who I worked with

Product, Engineering, Data, Credit, and Business teams, plus research partners.

Executive summary

Problem

Credit journeys accumulated friction and low offer comprehension, causing drop-off and reducing conversion at decisive funnel steps.

My responsibility

Research, improvement proposals, prototyping, and experiment tracking on critical steps, in collaboration with Product and Data.

Approach

Combination of quantitative funnel data with qualitative research evidence to prioritize opportunities and validate low-cost hypotheses.

Result

Significant reduction of an internal friction indicator and contribution to the ecosystem's revenue growth over 18 months.

Context and challenge

The credit ecosystem served millions of users on journeys with high financial impact. Regulatory complexity and information density made it hard for people to understand offers and decide with confidence. The challenge was to reduce friction without compromising clarity, compliance, and trust.

Evidence and discovery

I analyzed funnel data to identify the highest-drop-off steps and ran qualitative research to understand people's real doubts and blockers. I standardized the reading of friction points and formulated hypotheses prioritized by effort and potential impact.

—Funnel analysis and drop-off metrics per step.
—Qualitative research with users on credit journeys.
—Mapping of recurring doubts and friction points.
—Hypotheses prioritized by effort and impact.

Decisions and trade-offs

I prioritized clarity over information density. Decisions were made with Product and Business, balancing friction reduction, compliance, and delivery time. What was left out was documented for later cycles.

Service and product vision

I treated journeys as part of a larger ecosystem, considering dependencies between frontstage and backstage, credit data, and business rules to ensure consistency across touchpoints.

Solution and prototyping

I proposed improvements to critical steps, prototyped alternatives, and structured variations for testing. Solutions aimed to reduce cognitive load and make the offer understandable without removing necessary information.

Validation

I tested variations with users and tracked funnel indicators. Quantitative and qualitative signals guided adjustments before expanding improvements to other journeys.

Results

Internal friction indicator: approximately 80% → 20%.
Contribution to revenue growth of approximately 3x over 18 months.
Work on journeys within an ecosystem of more than 80 million users.

Learnings

I learned that reducing friction in regulated journeys requires as much clarity as efficiency. Today I prioritize combined evidence — data and research — before proposing changes to high-impact funnels.