Onboarding • Digital journey

In this project, I led the restructuring of the loan agreement selection screen during the onboarding process of the loan recipient journey. I applied principles of design thinking, behavioral analysis, and continuous improvement. Based on a diagnosis of quantitative data (such as rejection, withdrawal, and dwell time) and qualitative data (feedback and heat maps), I identified frictions in user understanding and decision-making.

Based on these insights, I led the generation of hypotheses and prioritization of solutions, redesigning the interface with a focus on clarity of information, accessibility, and choice guidance. The evolution was carried out in iterative cycles, with continuous monitoring of indicators to validate the impact of each adjustment.

The result was a significantly more fluid and guided experience: significant increases in click-through and conversion rates, reduced ambiguity in choosing an agreement, and a decrease in rejection and withdrawal rates. The strategic approach integrated benchmarking, research, prototyping, and validation in collaboration with different teams, reinforcing my role as a bridge between the business, product, and user. Data-driven, user-centric design for increased performance.