Role: Product Designer
Company: Serasa Experian
Overview
I led the redesign of the agreements listing on both web and mobile, aiming to make it more logical, intuitive, and scalable.
The project’s main goals were to:
• Reduce agreement breakage by 5%
• Cut crashes in this flow by 50%
• Deliver a more pleasant and consistent experience for users managing their debts
The redesign also replaced a legacy, inflexible codebase with a more adaptable structure, enabling future product evolution.
The Challenge
The previous experience made it difficult for users to understand and manage their agreements effectively:
• No clear logic for how agreements were ordered
• Inconsistent card layouts (some with two buttons, others with one)
• Too much information in each card
• Different terminology between app and web
• Legacy code that limited experimentation
These issues affected not only usability, but also key business metrics — especially agreement continuity and payment reliability.
Understanding the Users
Data analysis revealed that:
• 90% of clients had up to 3 active agreements
• 70% had only one open installment
• The average agreements per client dropped from 3.4 to 1.8 between past years and January 2023
This indicated low engagement and a need for a clearer, more actionable interface that encouraged users to stay on top of their payments.
User Research
To better understand behaviors and motivations, I ran a quick survey on the agreements page:
1. Why are you accessing this page?
46% accessed to make a payment, 36% to check if the debt was marked as paid, 10% to find information about the agreement, 4% to get a payment receipt and 4% for other reasons
2. Could you find what you were looking for?
Those who couldn’t complete their goal mostly struggled to find options like renegotiating, printing a bill, or checking payment confirmation.
This confirmed that the information architecture and labels could use some revision.
Discovery & Insights
Through analysis of the current flow and competitive benchmarking, I found:
• Cards lacked a clear information hierarchy
• The order of agreements wasn’t meaningful to users
• Layouts changed depending on status and installment count
• App and web used different terms and components
• The code was rigid and difficult to iterate on
Competitor research showed that successful products emphasize clarity, simplicity, and immediate action — principles we decided to adopt.