One app, shaped by what you hold
I redesigned the Creditas app around the products each customer already holds. In the project review, activation went from 17% to 26%.
Creditas · 2023 · Measured in the project review
Project sheet
- Sole designer
- 1 PM, engineering, 6 partner teams
- 1 month to handoff
I led the redesign: discovery, information architecture and interaction design, through prototypes, documentation, handoff and QA.
- Problem
- Every new Creditas product made the app heavier, and it was weak at helping people manage what they already held.
- Decision
- Organize the home around what each person already holds, with the rest of Creditas after that.
- Result
- Activation 17% → 26%, reported in the project review.
Every product made the app heavier
Every new Creditas product made the app heavier. Loans, cards, benefits and insurance lived in separate corners, and each team wanted room on the home. The app was also the main way to bring a company’s employees to the rest of Creditas, and it was weak at the part where people manage what they already hold.
North starThe app is how a company’s employees meet the rest of Creditas. It has to be a place people come back to, to manage what they hold.
An app that wasn't broken
The app was not broken, which is the hardest brief. It worked for the product someone already had. Nothing could be taken away from existing customers while it was made lighter.
Start from what each person holds
I organized the home around what each person already holds. A new customer, a car-loan customer, a homeowner and an employee with benefits each start in a different place: their own products and the actions for them first, then other Creditas offers. I drew many different versions of this home before settling on this structure.
More homes to design and maintain
Contextual homes cost more to design and to maintain. The shared components have to handle different products, balances and next actions, so a car-loan home and a benefits home still feel like one app.
Activation from 17% to 26%
- The target, set by the business
- In 2023 Creditas was working towards breakeven, and one of the key results was to raise the repetition conversion rate by at least 50% by the end of the year. The app was the main way to get a company’s employees onto higher-margin products, and we knew we were bad at the managing half of that.
- The funnel, before and after
- Awareness 49% → 52%. Acquisition 31% → 33%. Activation 17% → 26%. Management 2% → 12%. The baseline came from the squad’s PM and engineering lead, and the figures are from the project’s own review.
- What that means
- These are the squad’s numbers from the project review, with design as one part of the work. There’s no figure yet for the repetition target.
The interface behind the structure
Original project exports: a new customer discovers products; an existing customer manages a car loan; an employee sees benefits and card balances. Each screen is a different customer's context, from the same redesign.