Provi
•
EdTech
•
Acquisition flow
Redesign of the financing flow
Led the redesign of the financing application process, focusing on more personalized communication and micro-interactions for cost simulations.
UX Challenge
How can we reduce the number of customer service interactions through the redesign of the interface of financing flow?
Reason for contact: questions about financing (acquisition) 34.1% increase
Context
Provi is an Edtech company that offers student financing for courses, facilitating access to education for Brazilians. It has already supported more than 1,000 institutions, impacting more than 700,000 students.
Through risk analysis based on historical data, profile, and course, a credit offer is made based on potential return.
Design approach
matrix Certainties, Assumptions and Doubts
interview with stakeholders
data analysis
journey mapping
benchmark
wireframe
prototype
usability test
metrics
Matrix CSD
Matrix of Certainties, Assumptions and Doubts
CSD Matrix to record what stakeholders already knew and define a common starting point.
Collaborative process with: PD, PM, CX Leader
Proto persona
The team designed a proto-persona to better understand who is using the service and what their pain points and needs are.
Young person
Low income
Wants to invest in education to become a professional
User journey
In the user's journey to acquisition, the student accesses the ProviPay platform after accessing the partner's website, or after the partner provides the purchase link.
Understanding the problem
Meeting with the CX team
Analysis of Bemoby (Whatsapp) messages
Main issues identified:
Until when do I have to pay the down payment?
"Tomorrow is Saturday, but it said I have to pay in 2 days. What am I supposed to do if the bank will be closed?"
How much does the course financing cost?
"They told me the financing was R$3,000, but it's more expensive here."
"In one place it showed R$2,000, but then it showed R$2,450."
Why is my colleague's value different?
"I want the same terms that my friend will pay."
"I want to pay for my financing in 24 installments, but that option wasn't available."
Until when do I have to pay the down payment?
The due date is not specified (dd/mm/yyyy) in the installment selection process, only in the order summary.
How much does the course financing cost?
The total value only appears when the down payment is fixed and in the order summary stage.
Requirements
Based in users insights and needs
The date must be specific, including the day and month.
The total amount should be displayed when the person selects the down payment and installment amounts;
Use verbs conjugated in the second person and the person's name throughout the journey;
Create a page load to generate the feeling that the conditions are being calculated.
final proposal
Results
Reason for contact: questions about financing (aquisition)
-11,2 p.p.
34,1%
22,9%
