Background

The product in question is a loan that the bank grants to finance the construction, renovation or purchase of housing, the famous real estate loan. The product covers all segments of the bank, both low and high income. Engagement and conversion were very low. And for this, there were some hypotheses:

1. Absence of good UI principles
2. Low usability
3. Systemic problems
4. Aggressive competition rates

Methodology

From a more holistic perspective, I divided the study into two main parts: Business (Product and Ecosystem) and Users (Interface and Feelings). This approach allowed for an analysis that considered both business objectives and the needs and expectations of users. The following methods were used:

• Primary and Secondary Research
• Data analysis
• Stakeholder Interview
• Heuristic Evaluation
• Journey Map

Challenges

Funnel Analysis: The implementation of tracking tags faced resistance from the IT team due to security concerns. Approval was eventually obtained through meetings and leadership involvement.

Deadline Adjustment: The initial deadline was unfeasible. To ensure approval, insights and learnings were proposed to be delivered at the end of each stage, providing data for the Product and IT teams and increasing survey visibility.

Survey/Data Analysis: The large volume of data required complex organization. The BI team assisted by creating clusters to facilitate analysis.

Outcomes

The investigation showed that some heuristics were being violated and that new features were being created to improve the experience. Based on this, improvements were implemented such as:

1. The “Hire” label has been transformed into a “simulation,” allowing users to explore their ideas and dreams without feeling pressured to make an immediate decision
2. A chatbot has been implemented to diversify contact channels for different mental models
3. Form fields have been optimized, with flexible fields on the final screen for editing before submission
4. Technical language on labels has been simplified, with added tooltips

Metrics positively impacted:

• Engagement
• NPS
• Conversion
• SAC calls reduction
• Task completion rate
• Reduced abandonment rate
• Submitting proposals
• Dwell Time
• Return visitors
• Ease of learning

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