Veriza Landing Page - Lo Baracho

Overview

Veriza is a fintech company dedicated to empowering micro and small entrepreneurs by providing quick and accessible group-based credit solutions entirely through mobile devices. Focused on fostering financial inclusion, Veriza offers innovative lending options emphasizing education and community support, transforming credit into a growth and social impact tool.

My role: UX-UI designer.
Team: Matheus Dias – UX Designer Coordinator
Maria Fernanda Abreu – Mobile Development
Mateus Rodrigues – Head of Mobile Development.
Year: 2022 | Duration: 1 year.

The challenge

The problem

Veriza was experiencing a significant decline in new user registrations on their platform, which was a key concern for the business. The issue became even more pronounced when examining the conversion funnel — specifically, the big drop-off between users who registered and those who went on to apply for a loan.

The solution

To address Veriza’s challenges and significantly improve user engagement, the team focused on developing a platform that would both simplify the loan application process and enhance customer retention. The solution aimed to streamline the experience, reduce friction, and increase user trust, all while supporting the company’s mission to provide quick and accessible credit solutions.

Digging into the problem

To better understand the platform issues the product team conducted a comprehensive audit to address all the issues faced by the new potential clients. This analysis revealed why many newly registered users were not completing group-based loan applications. In collaboration with the marketing, tech, and finance teams, we began to pinpoint the key problems and weaknesses within the platform.

We thoroughly reviewed the entire user journey, starting from the moment a new user lands on the registration page and completes their loan application, to the final step where the funds are approved and transferred to their bank account.

Data analysis from the back office revealed a clear pattern among users who abandoned the group loan application process:

57% did not send the third invitation.
31% did not send the second invitation.
12% did not send even the first invitation.

These findings highlighted that the complexity of the group loan model was a significant barrier, resulting in high dropout rates.

After extensive discussions with stakeholders, investors, PR representatives, and the entire company team, we decided to shift Veriza’s focus to individual loans. This change aims to meet user needs better, simplify processes, and align the company with market expectations.

Given the complexity of this transition, the team opted to implement changes and new features in stages. This phased approach ensured realistic timelines for the product and technology teams to address all requirements effectively. It also allowed for a smoother transition, minimizing disruptions to the user experience and avoiding rushed deployments.

The landing page (LP)

The first stage was focused on redesigning the company’s landing page, as it serves as the user’s initial point of contact with Veriza. This page plays a crucial role in shaping the user’s first impression. A seamless and positive experience here increases the likelihood that users will proceed to register, download the app, and apply for a loan.

The original LP problems

The main issues of the original landing page audited were:

Complexity in the Loan Application Process: The loan application process was perceived as overly complicated, which led to user frustration and abandonment after initial registration.
Confusing User Interface: The platform’s design lacked clarity, making it difficult for users to navigate and understand how to apply for a loan. This hindered engagement, particularly for micro and small entrepreneurs who needed an intuitive and seamless experience to access financial services quickly.
Lack of Trust: As a relatively new fintech player and limited marketing resources, Veriza was also struggling with the challenge of gaining the trust of users. This was exacerbated by the complexity of the process, as users felt unsure about how to proceed with their loan application or whether they would be eligible.
Accessibility Issues: The platform’s accessibility features were limited, which affected its usability across a diverse user base, particularly those with lower digital knowledge or limited access to technology.

The personas

The Product Design team conducted an analysis of user profiles by exploring the database and collaborating with the tech team to review comparative charts. This research led to the development of three detailed personas, providing a clear representation of Veriza’s primary user groups.

Empathy map

Goals

Minimizing Steps for Quick Completion: Simplifying the loan application process by reducing unnecessary steps, allowing users to complete their applications swiftly and without confusion. This ensures a faster, more user-friendly experience.
Shifting to Individual Credit Options: Moving away from group loans to provide individual credit solutions, enabling users to meet their financial needs more independently, with greater control and convenience.
Simplifying Layout for Enhanced Clarity: Redesigning the platform’s layout to improve clarity and user experience, focusing on intuitive navigation that guides users effortlessly through the process, with a strong emphasis on mobile optimization for users on the go.

Desktop scan

Navbar
Call to action leading to the calculator
Calculator
Request you loan
Banner with information
Banner with information
Step by step carrossel
Banner with information
Partners section
Call to action leading to calculator
Download the app
FAQ

The Visual Identity

The idea was to create a simple yet modern visual identity. As the main color, we chose to use orange, which conveys the idea of joy, movement, and desire for action, and is similar to red, a color commonly used due to its association with tomatoes. Dark blue was used as a secondary color, which is associated with intelligence and reliability. Blue and orange are complementary colors, and by combining the two, we achieved the youthful look we were looking for.