Digital Loan Plataform

Project Overview

Company: Banpaís
Duration: 1 year
Role: UX Designer (Research & UI Optimization)
Goal: Improve the digital loan application flow to increase conversion and user clarity.

The Challenge

Despite following established UX best practices, the initial loan quotation experience was confusing to users.
Many abandoned the flow because they were unsure where to click to select a loan offer.

Research Approach

To diagnose and understand the root causes, I executed a multi-layered research plan:

• User Interviews
  → Direct conversations with users who abandoned or hesitated during the flow.
• Google Analytics Analysis
  → Identified high drop-off points and navigation bottlenecks.
• Hotjar Recordings Review
  → Observed real user behaviors and interaction patterns on critical screens.

Key Findings

• Loan options were not perceived as clickable despite visual cues.
• The visual hierarchy failed to drive clear next actions.
• Users who completed the flow still felt uncertain during their journey.

Results

• +28% increase in users starting loan applications.
• Reduced hesitation time by 21% according to session recordings.
• Improved user confidence, confirmed via post-interaction surveys.

Results

• +28% increase in users starting loan applications.
• Reduced hesitation time by 21% according to session recordings.
• Improved user confidence, confirmed via post-interaction surveys.

Lessons Learned

Following UX principles is not enough.
Real users always tell the real story.
Data-driven iteration turned an underperforming flow into a high-impact experience, directly improving business KPIs and user satisfaction.

Additional Work During My Time at Banpaís

While at Banpaís, I also conducted:

• Research to optimize pre-qualification flows.
• UX audits and improvements for loan application forms.
• Usability studies to streamline identity verification processes.

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