Serasa Digital Kuyuchiy Llankana Apaykachana by Rodolpho Henrique

Serasa Digital Kuyuchiy Llankana Apaykachana by Rodolpho Henrique is a highly esteemed winner of the very prestigious 2025 A' Design Award Fierru Premiu in Aparina Kamay Competition Category.

FierruAparina· 2025

Serasa Digital Kuyuchiy Llankana Apaykachana

by Rodolpho Henrique

Client: Serasa

A' Design Award Fierru Premiu Winner in Aparina Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Serasa Digital Kuyuchiy Llankana Apaykachana

Serasa nisqaqa qullqi-creditomanta willaykuna tantaq wasiymi, huk waranqa waranqa runakunapaq crédito puntuación yupaykunata huñun. Kay proyectoqa B2B plataformata musuqyachiyta munarqa, ruwaqkunaq necesidadninkuman allinta qhawaspa. Producto ladomanta, munayqa karqa cliente yanapay tapuykunata pisiyachiy, conversión tasatapas wicharichispa. Hatun sasachakuyqa karqa B2B plataformata ruwaqpa munayninta qhawarispa wakmanta yuyarichiy, huk sectorpi maypichus crédito serviciokunapaq confianzaqa manapacha runakuna ukhunpi wiñashaqtin.

The Recognition

About the A' Design Award Fierru Premiu

Serasa Digital Kuyuchiy Llankana Apaykachana A' Design Award Fierru Premiu mishak kan, yupaychay, kayta ruray yachak shinallatak industriapak mañaykunata paktachik alli diseñukunaman kun. Fierru mishak kashkakunaka hatun ruray ushayta, hanak yachayta, yachak yuyayta shinallatak ruray kamachiyta rikuchinku. Serasa Digital Kuyuchiy Llankana Apaykachana sinchi yupaychashka, kuyashka shinallatak kuyashka ruray, ruranapak alli shinallatak mushuk yuyaypi kanata munanku. Kay Fierru Premiu japishka diseñuka industriapak ashtawan alli ruraykunata tantachin shinallatak yachaywan shinallatak ushaywan tantashka tekniku ushayta charin. Sinchi ruraymanta Serasa Digital Kuyuchiy Llankana Apaykachana yupaychashka kan shinallatak kawsayta alliyachik ruraykunata kuypak ruray kan, pachata ashtawan alli kachun ruran.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: Serasa is a consumer credit reporting service. They collect and aggregate information on over one billion people's credit scores. The main goal of this project was to redesign the existing B2B platform, applying a customer-centric approach. From a product perspective, we wanted to reduce customer support calls and increase the conversion rate. The main challenge: rethink the B2B platform with a customer-centric approach in a market where people are not used to trusting credit services.
Dimensions & Packaging: Mobile app is available for iOS and Android.
Desktop platform available for everyone.
Tags: platform, mobile app, mobile, credit, score, UX, UI, digital design, mobile application
Production Technology: We used Figma for the design workflow and all the design work.
For the motion prototype, we used Principle App and After Effects.
Design Challenge: Redesign the digital report was the biggest challenge of this project. Even though it was considered the most crucial feature of the old platform, the old report had many problems: poor layout structure, lack of hierarchy, small typography sizes, and content meaning. Working with my researcher, I organized 12 sessions with real customers to gain some insights. At this point, I was looking for user information and feedback to guide my design decisions. I came up with the hypothesis that we should have different levels of information in the new report. Each company has different needs. However, I learned from talking to the users that some information is extremely valuable for all companies, no matter their size. The final solution was a modular report that adapts based on customer's needs on mobile and desktop.
Research: To understand the Brazilian credit market and answer our initial questions, we ran an extensive research with different customers. We had 1 hour interview sessions with 25 customers to get qualitative information. The main findings after research that guided the entire project were:
1-Information: People should be aware of what they’re purchasing and what is included in the plan
2-Trust: People should believe there are no hidden fees or additional taxes
3-Process: People should complete the process as soon as possible providing only relevant data
Inspiration: Follow a customer-centric approach to understand the users in a market where people are not used to trusting credit services. I was also inspired by creating trust in this new digital product. Creating trust in a digital product is a huge thing. As a designer, I know that one of the things that helps to create trust is consistency. I brought the idea to create this interface inventory so we could recognize the main interface inconsistencies we should evolve and improve on the new design.
Project Duration: The projects started in January 2023 and finished in December 2023
Operation Flow: Serasa Experian collects and aggregates information on over ninety million people and businesses in Brazil. The custom digital reports sit at the heart of the Serasa dialogue and experience.
My goal as a designer was to design a report that works much more than a simple data repository, providing analysis, informing numbers, and also bringing real-time suggestions on what you should do considering your market and current situation.
Team Members: Rodolpho Henrique
Image Credits: Rodolpho Henrique