Product design team, other products team, marketing & branding, data, legal, customer support, and credit analysis.
Overview
At first, Serasa Limpa Nome was run by an external company, which resulted in higher expenses and a subpar user experience. Consequently, there was minimal market interest and limited participation from businesses. To address these challenges, Serasa opted to manage the platform in-house, setting a rigorous 90-day development schedule that necessitated collaboration among various departments.
Now accessible on both mobile and desktop, Serasa Limpa Nome enables users to negotiate and settle their outstanding debts while keeping track of their progress. It has emerged as a top platform for debt negotiation in Brazil.
Starter problems
All the information was sourced by previous researchers, data reported, user reported, previous experience.
Limited Partner Integration:
The legacy platform had difficulty bringing in partners because the integration process was overly complex and took too long, which negatively impacted its growth and efficiency.
Limited Options for Debt Negotiation:
The platform focused solely on negative debts, which restricted its attractiveness and potential for expansion.
Lack of Debt Management Features:
It was hard for users to track their debts or stay updated on negotiations, leading to a frustrating and disconnected experience.
No Performance Metrics Available:
Without any analytics or performance metrics, it was hard to gauge the platform's success, making it challenging to refine and enhance it.
Third-Party Management:
The platform was run by a consulting company from outside, leading to Serasa having limited control and increased expenses.
Complex User Experience:
The usability tests indicated that the user journey was quite complicated, with several steps that made negotiating debt more difficult than it needed to be.
People waiting to attend in the Feirão Serasa Limpa Nome (2018)
Partners first version
Carlos Moreno, marketing campaign
Research & Discovery
Desk Research:
Looked into how people in Brazil usually handle their debts and checked out some studies done by Serasa.
Performance Metrics Analysis:
Examined performance data from other Serasa products like eCred, Serasa Antifraude, and the Serasa website to understand user behavior and platform effectiveness.
User Feedback Analysis:
Checked out the performance stats from various Serasa products, including eCred, Serasa Antifraude, and the Serasa website, to figure out user behavior and see how well the platforms are working.
Competitor Analysis:
Took a deep dive into competitors’ services to find their gaps and see how we can make Serasa Limpa Nome even better.
New brand colors
New color concept
Wireframe
Design & Development
Product Inception:
Organized discussions with the team and stakeholders to establish the project’s scope, determine key features, select technologies, and put together a feasible 90-day roadmap. This planning was vital for meeting that tight deadline.
User Journey Redesign:
The debt negotiation process has been simplified from seven steps to three, making it easier for everyone to navigate. This important change has greatly improved user engagement and satisfaction.
Brand Redesign:
The platform's colors were revamped, now showcasing inviting blue and green shades that promote a sense of ease and confidence. The previous branding was too rigid and technical, making it hard for Brazilian users to relate.
Wireframing and Prototyping:
Crafted and tested wireframes to verify the new design concepts. A prototype was made and trialed with six users, which led to some changes but also confirmed that the design was on the right path.
High-Fidelity Usability Testing:
Formal usability tests were conducted with a high-fidelity prototype, leading to further improvements in the user experience. The feedback was largely favorable, indicating that the new design is a major enhancement.
Documentation and Handoff:
Compiled thorough documentation that outlined every interface, workflow, and significant design decision. This made it easier for the technology and product teams to take over and implement the design successfully.
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.
The platform's achievements received significant media attention, with prominent references including: