Serasa Digital Abka Moobile by Rodolpho Henrique

Serasa Digital Abka Moobile by Rodolpho Henrique is a highly esteemed winner of the very prestigious 2025 Abaalmarinta Birta ah ee A' Design Award in Naqshadeynta Tiknoolajiyada Moobiilka, Abikaasyoonada iyo Softweyrka Competition Category.

BirMoobiil· 2025

Serasa Digital Abka Moobile

by Rodolpho Henrique

Client: Serasa

Abaalmarinta Birta ah ee A' Design Award Winner in Moobiil 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 Abka Moobile

Serasa waa hay'ad warqadeyn amaah oo ururisata oo isku duubta xogta qiimaynta amaahda in ka badan bilyan qof. Mashruucan waxa uu diiradda saaray cusboonaysiinta moqolka B2B ee jira isagoo si weyn u xooggan baahiyaha isticmaalayaasha. Dhinaca alaabta, yoolku wuxuu ahaa in la yareeyo su'aalaha taageerada macaamiisha iyadoo la kordhiyo heerka beddelka. Caqabadda ugu weynayd waxay ahayd in dib loo qaabeeyо moqolka B2B isagoo leh aragti isticmaale ku saleysan warshadaha kalsooni adeegyada amaahda aan weli si ballaaran loo dhisin.

The Recognition

About the Abaalmarinta Birta ah ee A' Design Award

Serasa Digital Abka Moobile waa guuleystaha Abaalmarinta Birta ah ee A' Design Award, aqoonsi sharaf leh oo la siiyo naqshado wanaagsan oo buuxiya shuruudaha xirfadeed iyo kuwa warshadeed ee laga filayo hal-abuurro si wanaagsan loo naqshadeeyay. Guuleystayaasha Birta waxay muujiyaan xirfad weyn, takhasus sare, fahan khabiir iyo awood hal-abuur oo abuurayaashooda. Serasa Digital Abka Moobile waa hal-abuur la filayo inuu noqdo mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, wax ku ool ah oo cusub. Naqshadahan ku guuleystay Abaalmarinta Birta ah ee A' Design Award wuxuu isku daraa hab-dhaqannada ugu wanaagsan warshadda wuxuuna leeyahay sifooyin farsamo oo karti leh oo ku xiran aqoon iyo hibo. Dhammaystirkeeda awgeed, Serasa Digital Abka Moobile waa mudan ixtiraam, waxaana loo naqshadeeyay inay keento hagaajin nololeed oo ka caawisa in adduunka laga dhigo meel ka wanaagsan.

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