Serasa Digital
Mobile App for Serasa
Serasa is a credit reporting agency that gathers and compiles credit score data for more than a billion individuals. This project aimed to revamp the existing B2B platform with a strong focus on user needs. From a product standpoint, the objective was to minimize customer support inquiries while boosting the conversion rate. The main challenge was to reimagine the B2B platform with a user-centric perspective in an industry where trust in credit services is not yet widely established.
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Serasa Digital by Rodolpho Henrique
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Mobile App by Rodolpho Henrique
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Rodolpho Henrique Serasa Digital
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Rodolpho Henrique Mobile App
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Unique Properties
Serasa is a consumer credit reporting service. They collect and aggregate information on over one billion people's credit scores. The main goal of this project was to redesign the existing B2B platform, applying a customer-centric approach. From a product perspective, we wanted to reduce customer support calls and increase the conversion rate. The main challenge: rethink the B2B platform with a customer-centric approach in a market where people are not used to trusting credit services.
Tags
platform, mobile app, mobile, credit, score, UX, UI, digital design, mobile application
Production Technology
We used Figma for the design workflow and all the design work. For the motion prototype, we used Principle App and After Effects.
Design Challenge
Redesign the digital report was the biggest challenge of this project. Even though it was considered the most crucial feature of the old platform, the old report had many problems: poor layout structure, lack of hierarchy, small typography sizes, and content meaning. Working with my researcher, I organized 12 sessions with real customers to gain some insights. At this point, I was looking for user information and feedback to guide my design decisions. I came up with the hypothesis that we should have different levels of information in the new report. Each company has different needs. However, I learned from talking to the users that some information is extremely valuable for all companies, no matter their size. The final solution was a modular report that adapts based on customer's needs on mobile and desktop.
Project Duration
The projects started in January 2023 and finished in December 2023
Operation Flow
Serasa Experian collects and aggregates information on over ninety million people and businesses in Brazil. The custom digital reports sit at the heart of the Serasa dialogue and experience. My goal as a designer was to design a report that works much more than a simple data repository, providing analysis, informing numbers, and also bringing real-time suggestions on what you should do considering your market and current situation.
Research
To understand the Brazilian credit market and answer our initial questions, we ran an extensive research with different customers. We had 1 hour interview sessions with 25 customers to get qualitative information. The main findings after research that guided the entire project were: 1-Information: People should be aware of what they’re purchasing and what is included in the plan 2-Trust: People should believe there are no hidden fees or additional taxes 3-Process: People should complete the process as soon as possible providing only relevant data
Inspiration
Follow a customer-centric approach to understand the users in a market where people are not used to trusting credit services. I was also inspired by creating trust in this new digital product. Creating trust in a digital product is a huge thing. As a designer, I know that one of the things that helps to create trust is consistency. I brought the idea to create this interface inventory so we could recognize the main interface inconsistencies we should evolve and improve on the new design.
Image Credits
Rodolpho Henrique
Project Overview
Serasa Digital Mobile App has been a Iron winner in the Mobile Technologies, Applications and Software Design award category in the year 2024 organized by the prestigious A' Design Award & Competition. The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.
Iron Recognition
Rodolpho Henrique was recognized with the coveted Iron A' Design Award in 2025, a testament to excellence of their work Serasa Digital Mobile App.
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