BTG Pactual
Challenge: BTG Pactual is the largest investment bank in Latin America and the bank ran a form to simulate loans to the public (B2C). However, the form exhibited suboptimal performance, characterized by significant user drop-offs following the presentation of the final loan offer.
Proposed Solution: Conduct an in-depth customer journey behavior analysis through data and research to restructure the form experience and build the designs on Figma.
Disclaimer: Some data has been modified to protect confidential information.
Services
UX Research / UI Design / Product Design
Client
BTG Pactual (Full-time Employee)
Year
2021
Discovery
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Framing
Services
Product Design - Product Designer Lead
Client
Dell Technologies - Full-time Employee
Year
2023
The tool:
Dell has an internal tool for salespeople to help them sell products and services. The goal is to provide accurate technical content by entering lots of company information, so the content can match.
The challenge was: salespeople already have busy days and already fill in lots of documents per day. Also, salespeople reach out to their technical colleagues by asking "Can you explain how this server works so I can sell to my client?". Exciting project with an awesome match at the end.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
The discovery phase
The discovery phase in the design process is like laying the groundwork before constructing a building. It's all about gathering information, understanding the problem at hand, and defining goals and objectives. During this phase, designers conduct research, analyze user needs, and explore potential solutions. The goal is to gain insights that will inform the design direction and set the project up for success before diving into detailed design work.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Discovery
The Discovery Phase
The discovery phase in the design process is like laying the groundwork before constructing a building. It's all about gathering information, understanding the problem at hand, and defining goals and objectives. During this phase, designers conduct research, analyze user needs, and explore potential solutions. The goal is to gain insights that will inform the design direction and set the project up for success before diving into detailed design work.
Implementation of a back button to enhance user navigation and alleviate frustration caused by its absence.
Identification of navigational gaps within the journey, with the aim of addressing and resolving them to streamline the user experience.
Turn the proposal feature more flexible to align with those who place a high value on negotiation opportunities.
Previous screens & Data
In the analysis process, I began by collecting data from Hotjar and Google Analytics to assess the website's performance and pinpoint areas of concern.
Additionally, conducting a Heuristic Evaluation revealed several issues, including the absence of a back button, navigation gaps, and a crucial flaw: the final offer lacked meaningful value to users.
The churn rate was higher after the final offer (screenshot on the right side of the screen below).
Framing
The Framing Phase
The framing phase in the design process is where concepts and ideas are translated into tangible designs. It involves creating prototypes, wireframes, and mockups to visualize potential solutions. Designers explore various iterations, refining and iterating the designs based on feedback and usability testing. The goal is to develop a cohesive and user-friendly solution that addresses the identified problem or need.
Data Adjustments Results
I am a data-lover. To measure performance and even find issues on a website, I have to work with ContentSquare, Hotjar or Google Analytics.
Initially, our analytics revealed that a concerning 52% of users initiated the form but failed to complete it. And then, we implemented a series of adjustments to the form's usability and clarity. These modifications included streamlining the form's structure and eliminating the page load.
The impact of these changes was recognized by the board of directors, when increased to 81%, demonstrating how the right adjustments -- without redesigning the whole website -- can provide significant improvements in task completion.
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Conversion rate
before: 52%
After target adjustments and maintenance of the platform's main page, conversion rose to 81%.
Conversion rate
After: 81%
After target adjustments and
maintenance of the platform's main
page, conversion rose to 81%.
After target adjustments and maintenance of the platform's main page, conversion rose to 81%.
Conversion rate: 81%
After target adjustments and maintenance of the platform's main page, conversion rose to 81%.
Still not satisfied with the amazing results of debugging the website,
I redesigned the form to look more attractive to customers.
Mid-fidelity screens
During the webpage design process, I opted to begin with mid-fidelity screens as a strategic approach. This decision facilitated the early conceptualization of ideas, enabling the business to share initial concepts and provide feedback for iteration.
Also, implementing mid-fidelity screens proved a good alignment across stakeholders, ensuring an understanding of design direction.
By choosing this approach, valuable time was saved by avoiding premature effort in final design iterations until consensus was reached on key processes.
User Journey
As a UX Designer, I made it a priority to map out the user journey during the low to mid-fidelity phase, making concepts into tangible visual representations. This approach provided discussion flexibility when presenting to the board of directors.
However, in the middle of the process, I had a significant hard time related to stakeholder familiarity with the design process. Given that it was their first interaction with a dedicated Design process, effectively communicating the methodology and assuring stakeholders that it wouldn't overly prolong the project timeline became essential to keep the project in their perspective.
I successfully navigated this challenge, ensuring the stakeholders continued to engage and support the process. Communication is key!
High-fidelity screens
Later in the process, I refined the initial design to align more closely with the established brand guidelines and verbiage. The revised design not only adhered to these standards but also enhanced the overall aesthetic appeal.
For further details, please feel free to reach out to me via email :)
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
High-fidelity screens
Later in the process, I refined the initial design to align more closely with the established brand guidelines and verbiage. The revised design not only adhered to these standards but also enhanced the overall aesthetic appeal.
For further details, please feel free to reach out to me via email :)
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
User Journey
As a UX Designer, I made it a priority to map out the user journey during the low to mid-fidelity phase, transforming concepts into tangible visual representations. This approach proved invaluable, particularly when presenting to the board of directors, and provided a concrete framework for discussion.
However, in the middle of the process, I encountered a significant hard time related to stakeholder familiarity with the design process. Given that it was their first interaction with a dedicated Design team, effectively communicating the methodology and assuring stakeholders that it wouldn't overly prolong the project timeline became essential to keep the project in their eyes.
I successfully navigated this challenge, ensuring the stakeholders continued to engage and support the process.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
The framing phase
The framing phase in the design process is where concepts and ideas are translated into tangible designs. It involves creating prototypes, wireframes, and mockups to visualize potential solutions. Designers explore various iterations, refining and iterating the designs based on feedback and usability testing. The goal is to develop a cohesive and user-friendly solution that addresses the identified problem or need.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Research & Data
In the analysis process, I began by collecting data from Hotjar and Google Analytics to assess the website's performance and pinpoint areas of concern.
Additionally, conducting a Heuristic Evaluation revealed several issues, including the absence of a back button, navigation gaps, and a crucial flaw: the final offer lacked meaningful value to users.
The churn rate was higher after the final offer.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.
Challenge: PowerSell is an internal Sales tool at Dell. The platform was not performing as expected in terms of recurrency usage and the hypothesis was that low usage may be due to a lack of process understanding and confusion during the journey.
Solution: investigate the challenges users face in the application and identify opportunities for improvement in their journey and pain points (D&F process).
Disclaimer: data has been modified as a measure to protect confidential information.
Mid-fidelity screens
During the webpage design process, I opted to begin with mid-fidelity screens as a strategic approach. This decision facilitated the early conceptualization of ideas, enabling the business to share initial concepts and provide feedback for iteration.
Also, implementing mid-fidelity screens proved a good alignment across stakeholders, ensuring an understanding of design direction.
By choosing this approach, valuable time was saved by avoiding premature effort in final design iterations until consensus was reached on key processes.
Stakeholders' first contact with Design Process
This project required a special approach to the stakeholders' education about the Discovery & Framing process, explaining the importance of our job.
A few diagrams were used to help stakeholders to understand visually our process, as represented below.