PROJECT: NARANJA LOANS

RESEARCH FIRST

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During my 2 week research, I conducted more than 30 interviews with 4 different user profiles; 10 interviews with customer service representatives and 5 with branches employees.

I also reviewed 100 real web session with my CRO Analyst teammate, visited different Naranja branches to observe customers behaviour and performed a competitor analysis.

In addition, I created user personas, journey maps of current pain points and ideal experience storyboards.

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MY FINDINGS

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Upon my research, I identified 3 main pain points in our current journey:

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• The original flow was designed based on how personal loans system works rather than on how users think, so my main challenge here was to translate the process and make it feel more human. ​​

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• A big percentage of Naranja clients were people with low financial education who felt more secure receiving an agent advice rather than using technology.

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• 52% of Argentinians and 42% of Naranja customers are non-bancarized. This meant that people needed to go in person to obtain loans.

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I detected three main situations that could motivate a person to borrow a loan:

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     - The necessity to cover basic needs 

     - An unexpected situation

     - A plan or an investment

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Based on these three trigger situations, I created two extreme profile user personas. 

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• Vivian "the impulsive one": She perceived loans as a life saver, borrowing loans almost every month. She selected a loan if she “felt” she could pay it back and she valued velocity to obtain it.

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• Carlos "the controlled one". He was motivated by an unexpected situation, but he felt guilty about owing money. When he needed a loan he did as much research as he could before getting one and he valued lower interest rates and reduced monthly payments.

HOW DID WE CONTINUE?

I organized a vision and ideation workshop where different roles from top managers to branch employees participated. After I presented research insights and journey pain points we created small teams, coordinated a brainstorming session and voted best ideas.

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DEFINING OUR MVP

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The complete project team participated in prioritizing ideas based on development effort, business value and customer experience improvement. We defined a 4-months-effort MVP ​upon them.

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WIREFRAMES, MOCKUPS AND PROTOTYPES

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Once I had a clear definition of our MVP scope, I started designing wireframes that would solve our current pain points while also implementing new ideas.

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I worked with components from Naranja's design system that best adapted to our design solutions and also created new ones that were later incorporated in our design system.

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I created designs for the web responsive version of Naranja Customer Portal and also the mobile version for Naranja's app.

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TESTING

I tested our ideas, mockups and prototypes on a weekly basis. Either inviting users to our offices and observing complete previously defined tasks, going to a Starbucks and asking people to try our solution or doing guerrilla testing with co-workers from other departments.

I usually invited someone from my team to join me on this user testing sessions, specially developers who found easier to understand users problems by watching them rather than me explaining their frustrations. I continued to iterate design solutions based on testing findings and insights until we reached our efficiency, effectiveness and satisfaction target metrics.

THE SOLUTION INCLUDED:

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• A flow where main actions were grouped by stages, resulting in a much simpler and smoother navigation experience. 

• The possibility to simulate different types of loans with personalized payment options and recommendations based on users payment capabilities.

• A loans history section with the possibility to repeat a borrowing in just one click.

• The ability to cancel the loan before the deadline, allowing the user to save interest.

• An expandable info tab for less experienced users and automated loans for recurrent users.

• The option for non bancarized clients to process loans online, allowing them to extract the money from any ATM machine using Naranja credit card and a specific code.