Product design team, other products team, marketing & branding, data, legal, customer support, and credit analysis.
Overview
Initially, Serasa Limpa Nome was operated by a third-party vendor, resulting in higher expenses and a sub-par user experience. Consequently, the legacy platform saw minimal market traction and limited business participation. To overcome these challenges, Serasa decided to bring the platform in-house, establishing a strict 90-day development schedule with cross-departmental collaboration.
Now accessible on both mobile and desktop devices, Serasa Limpa Nome enables users to negotiate and settle their outstanding debts while tracking their progress. It has established itself as Brazil's leading platform for debt negotiation.
Starter problems
All the information was sourced by previous researchers, data reported, user reported, previous experience.
Limited Partner Integration
The legacy platform struggled to integrate partners due to extreme complexity and slow integration processes, negatively impacting growth and efficiency.
Limited Options for Debt Negotiation
The platform focused exclusively on defaulted debts (dívidas negativadas), restricting its attractiveness and expansion potential.
Lack of Debt Management Features
It was difficult for users to track their debts or stay updated on active negotiations, leading to a frustrating and disconnected experience.
No Performance Metrics Available
Without analytics or performance metrics, it was challenging to gauge platform success, making refinement difficult.
Third-Party Management
Because the platform was run by an external consultancy, Serasa had limited control and incurred high operational expenses.
Complex User Experience
Usability tests indicated that the user journey was overly complicated, involving numerous steps that made debt negotiation far more difficult than necessary.
People waiting to attend in the Feirão Serasa Limpa Nome (2018)
Partners first version
Carlos Moreno, marketing campaign
Research & Discovery
Desk Research
Analyzed how the population in Brazil handles debt and reviewed prior studies conducted by Serasa.
Performance Metrics Analysis
Examined performance data from other Serasa products, such as eCred, Serasa Antifraude, and the main Serasa website, to understand user behavior and platform effectiveness.
User Feedback Analysis
Evaluated performance data across multiple Serasa channels to map user behavior and evaluate network performance.
Competitor Analysis
Conducted a deep dive into competitor services to identify market gaps and enhancement opportunities for Serasa Limpa Nome.
New brand colors
New color concept
Wireframe
Design & Development
Product Inception
Organized structured discussions with team members and key stakeholders to define project scope, select technologies, and build a feasible 90-day roadmap. This initial planning was essential for meeting the aggressive deadline.
User Journey Redesign
Simplified the debt negotiation process from seven steps down to three, making navigation seamless and boosting user satisfaction and engagement.
Brand Redesign
Revamped platform colors to feature inviting blue and green shades that convey trust and ease. The previous visual identity was rigid and technical, making it hard for everyday Brazilian users to connect with.
Wireframing and Prototyping
Crafted and tested wireframes to validate new design concepts. A prototype tested with six users yielded actionable insights and confirmed the design direction.
High-Fidelity Usability Testing
Executed formal usability tests with high-fidelity prototypes to refine the experience. Feedback was overwhelmingly positive, indicating that the new design was a major enhancement.
Documentation and Handoff
Compiled thorough documentation detailing interfaces, user workflows, and design decisions to ensure a smooth handoff to engineering and product teams during implementation.
Target user
Team
Person with no debt
Colors
Fonts
Feirão Serasa Limpa Nome, 2018
mobile experience
Prototype video
Introduce video teaches how to use the new Serasa Limpa Nome "Como Limpar o Nome Online?" - Serasa Ensina, YouTube @Serasa
Results
The reintroduction of Serasa Limpa Nome proved to be a major triumph, enhancing user experience and positively affecting the business.
Successful Launch at Feirão: The new platform debuted at the November 2018 Feirão, a landmark event for debt negotiation in Brazil:
Over 12 million debts were successfully finalized.
The website attracted 18 million unique visitors.
15,000 attendees participated in person.
Simplified Negotiation Steps: Reduced negotiation steps from seven to three, delivering a far more intuitive experience.
Increased Market Potential: Expanded the platform scope to allow negotiation of defaulted debts, overdue bills, and installment debts.
Increased Partner Integration: The initial release featured full integration of 10 partners, driven by renewed market confidence in Serasa's in-house management.
Finalized Debts: +12 million debts negotiated during Feirão 2018.
Traffic & Audience: 18 million website visitors and 15,000 in-person attendees.
Flow Efficiency: Reduction from 7 to 3 negotiation steps.
Partner Integration: 10 partners fully integrated at launch.
The platform's achievements received significant media attention, with prominent references including:
What Went Well
In-House Transition: Bringing development in-house significantly reduced costs and granted full ownership over the product experience.
Flow Simplification: Drastically shortening negotiation steps proved highly effective in improving user conversion.
What I Would Do Differently
Partner Onboarding Timelines: Accelerate technical onboarding processes earlier in the roadmap to enable even more partners on launch day.
Channel Synchronization: Align physical marketing campaigns (the in-person Feirão) earlier with app and web entry points to prevent operational support bottlenecks.