Creditas
Experience Engineering: Maximizing Performance and Conversion at Creditas
My work at Creditas was driven by the application of processes and methodologies focused on flexibility, collaboration, and critical thinking. As the Lead Product Designer, I directed my efforts toward creating fluid and consistent journeys, ensuring that design functioned as a true performance engine for the business.
Through direct articulation with business and engineering fronts, I acted by anticipating technical efforts and aligning them with product objectives. The result was a deep restructuring of complex flows, such as origination, transforming web-view modules into native experiences that increased the app’s usage share and user satisfaction.
One of my greatest challenges was optimizing the Payroll Loan (Empréstimo Consignado) flow, where I redesigned the simulation and application experience. I implemented critical improvements in data collection and document validation (KYC), which resulted in a reduction in document pendency from 4.8% to 2.9%. This technical refinement allowed the conversion rate of applications per simulation to jump from 13.6% to 18.4%.
Additionally, I was the designer responsible for the Salary Advance (Antecipação Salarial) project, creating a journey rated as “memorable” in the company’s Design Audit. In the Top-up (Re-empréstimo) product, my interface and follow-up strategy increased the share of applications via the app from 63.1% to 72.1%, while also reducing the B2C contact rate by 6%, drastically optimizing the operation.
Transforming Metrics into Successful Experiences
More than just designing interfaces, my delivery at Creditas generated tangible results: we increased the origination share and created successful journeys that defined a new standard of efficiency for the product.
