Context
I joined Guiabolso's design team to work as a product designer inside the Loans squad. Back then, the team had already done a discovery process and created hypotheses that would be tested during the first semester.
Problem
Before I got in, the team did a discovery process and decided what we should attack in the first semester:
1) "GB offers loans? I didn't know!
2) "But why would I take a loan at GB?"
1) "GB offers loans? I didn't know!
2) "But why would I take a loan at GB?"
Prioritizing
I helped the team prioritize the many solutions they had in mind with a CSD table.
After writing everything we knew and what we didn't, I cross-referenced our certainties and doubts with the initiatives to better understand which ones were more ready to go, and which ones needed more discovery and research.
After writing everything we knew and what we didn't, I cross-referenced our certainties and doubts with the initiatives to better understand which ones were more ready to go, and which ones needed more discovery and research.
One of the initiatives was creating a new first step on the conversion funnel that showed to users the benefits of our loan offers.
Case study: Showing our differentials
Understanding
Users that clicked the Loan tab saw an unwelcoming screen with no onboarding at all.
It was no surprise that even regular users had no recollection about loans at Guiabolso.
Goal
We set the goal to create a memorable first step that helped users perceive the differentials and benefits of our loans.
It was particularly important that even users with no interest in loans understood a little bit more of what the tab was about, by seeing a memorable, clear message.
Success metrics
Improve the number of users that go further in the conversion funnel.
Improve awareness of our loan offers.
Improve awareness of our loan offers.
Research
Survey
I created and sent a survey to help understand what appealed more to users, and used the moment to learn more about other questions we had for other initiatives. We segmented users that were eligible for loans and tried to answer the following key questions:
• How many users had already taken a loan at any given point, and how many intended to take one right now?
• What are the differentials that help users decide for a loan and what are problems make them give up?
• Among the benefits that we offer, what are the most important to users?
• Among the benefits that we don't offer what are the most important to users so we can eventually implement them?
Learnings
Shifting in direction
Most people at Guiabolso thought that instalments value would be the most important factor to users, but the vast majority of respondents said that interest rate was the main factor to consider.
Since we already knew from interviews that users didn't compare interest rates, I figured that there was a difference between aspirational behavior and real behavior.
Our hypothesis was that users liked to think they were concerned with interest rates, but actually just purchased loans with the companies they trusted the most.
What the survey showed was that payment value wasn't considered at the beginning of the process. It was considered after simulating, as an exclusion factor, and only if the value of the payments were too high.
The solution to this dilemma
To show that Guiabolso does the research for the user, and finds the best interest rate available, qualifying the interest rate as best instead of just showing a number.
We also learned what else was important to each type of users, and in which order. The ones that had never taken a loan valued different things from the ones that had.
Benchmarking
By collecting examples from other players, we were able to better understand ways of showing and selling differentials in-app.
Ideation
Wireframing
I tested different ways of showing those differentials. After showing the learnings and options to the design team, we decided to go with a carrousel with short text and animated illustrations, even though we knew there was a risk people would scroll all the way to the end.
Workshop
I devised a workshop to create the illustrations and text for each differential, inviting developers, cx, copywriters and others.
First, we tried to understand why the differentials were important to users and how they affected their lives. Eg: Transparency -> Fear of being scammed by big corporations.
Purchasing online -> Not having to talk with pushy salespeople.
Then we found ways of representing each differential visually and had an exercise to create titles scaling from the most simple to the craziest ones, so we could vote and create the final ideas.
First, we tried to understand why the differentials were important to users and how they affected their lives. Eg: Transparency -> Fear of being scammed by big corporations.
Purchasing online -> Not having to talk with pushy salespeople.
Then we found ways of representing each differential visually and had an exercise to create titles scaling from the most simple to the craziest ones, so we could vote and create the final ideas.
Design
I patterned with the team's illustrator and animator Luiza, and together we made the final version of the screens, with toned down versions of the crazy titles we got.
Validating
A/B testing
The A/B testing showed a 9% increase in users advancing the funnel for Android.
Testing with users
It performed very well with engaged users, that felt more confident knowing Guiabolso chooses the best loan offer for them.
Although, one user that skimmed fast through screens said she would read it all,
Although, one user that skimmed fast through screens said she would read it all,
Cohort. A cohort analysis is still in progress to better understand how the cover impacted awareness.
Next steps
There is still a lot to improve since we want to show personalized screens for segmented groups with the most appealing differentials for each one. To do that, more research will be done to better understand why users value each differential and how they choose between real products that have benefits and problems.
