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Overview

Brazil has one of the largest default rates in the world, and Brazilian consumers are used to purchasing in installments. It’s a common practice for companies to check for bad credit scores. But it’s not easy for consumers to check their CPF score: they have to go physically to specific places and face long lines or pay an expensive subscription to the credit score companies.

GuiaBolso has made a partnership with one of these credit score companies, Boa Vista SCPC, to provide to users their credit score for free.

Original experiment

Fig. 1 – Original Radar CPF view.

First, we have made a simple HTML with the original content from Boa Vista (Fig. 1), and it was a huge hit. While the campaign was running, the app was #1 free app in both App Store and Google Play, beating WhatsApp and Facebook.

Then, with the thriving experiment we had a few challenges, diagnosed by data analysis and user testing:

  1. The information was really technical and hard to understand. It was even hard to know if the user had any issue;
  2. The feature wasn’t being used by current GuiaBolso users;
  3. We were only informing users, but we could provide more value by helping them to increase their score.
  4. GuiaBolso users need to connect their bank accounts before being able to check their CPF. Caused some frustration for users that came for the app to check their CPF score in first place.

Design process

Fig. 2 – Radar CPF card variations.

First, we have tested a few options to increase the discoverability of the feature, and the winner contained a text input for the CPF ID (Fig.2). They’ve also felt more inclined to fill the rest of the form as they’ve already filled the first input.

Fig. 3 – Result view for a good and bad score.

Then, we wanted to make it clear for the user if they have any debt of problem on their CPF and at the same time we didn’t want to make them feel sad or frustrated if they had a negative score.

The metaphor of the beach had satisfying user reactions, even when they had bad scores.

Fig. 4 – Creating value by assisting users on how to solve their issues and notifying their status periodically.

Finally, we listed all possible issues that the score can have and talked with specialists in order to guide users on how to solve them.

Framer Prototype

We started using medium-fidelity prototypes but we became concerned about users not being able to type their own information and their reaction with the Result View animations.

I’ve made a Framer prototype where users can type their own information and view (fake) results. The prototype has several animations in order to create an emotional reaction from users.

Link: https://framer.cloud/UkVmb

Results

  • People got much more connection when we used a high fidelity prototype and we have got much better qualitative feedback
  • As the screen on the app was a web view, the developers could actually reuse most of the CSS animations and the rain animation
  • With the redesign, we have increased the engagement and the retention of the app, although a lot of work was still necessary on the first use experience.