Lendico
ROLE
Product Designer Lead, Prototype, Research.
Background
Lendico is a lending platform for people with low credit score.
OVERVIEW
The biggest challenge at Lendico was to restart a design process together with produtct and business goals. From late 2018 until May 2019 there was no Design team and the product roadmap was based on technical alignment. No product discovery, no design process at all, no improvement, no new features, no KYC and yet Lendico was profiting the average excepted. Stagnated, not more nor less.
If winning by 30 means a team playing consistently together, a better end-to-end experience for both Non and costumers, bringing different teams and squads to the design process that's the game plan I'm fond of.
The hardest challenge was there was no documentation at all on what was done by the previous design team. So we had to start fresh. Understand every bit of the product form the first tap the user does on screen until the last payment done when completing a loan term. Trusting the design process from the discovery to how to hand documentation off to the development, how to bring people together to co-create and user their knowledge and life experiences to scratch the experience back from zero
The problem
During our investigation we set meetings with performance team, product owners, CPO, customer relations teams and we were told that they wanted to investigate why were we having conversion numbers lower than expected. So we started by tracking user on hotjar, using it’s tool to heat map what we had online.
heat map of our home page
conversion funnel together with average time for sign up stage
setting up a poll at sign up page.
The main hypothesis is that people don´t want to imput their date in order to get a loan offer;
The heat map shows half of the clicks/taps (22%) where the user go sign up and simulate a loan and 47% at Log in button.
The page below is where you can Criar Conta (Sign Up) or Entrar (login)
in order to get your self a loan offer you have to input all this fields below before
The dropoff
We can notice here that drop off occurs when we ask if the person has a negative credit score, but the longest average time is to fill in with “Mother´s name” which is a mandatory field for credit bureau here in Brazil. Also almost 20% of the users re-wrote the field “income”
