Serasa Digital Programu ya Simu by Rodolpho Henrique

Serasa Digital Programu ya Simu by Rodolpho Henrique is a highly esteemed winner of the very prestigious 2025 Tuzo ya Chuma ya A' Design Award in Usanifu wa Teknolojia ya Simu, Programu na Programu Competition Category.

ChumaSimu· 2025

Serasa Digital Programu ya Simu

by Rodolpho Henrique

Client: Serasa

Tuzo ya Chuma ya A' Design Award Winner in Simu Category

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Colors

The Design

About Serasa Digital Programu ya Simu

Serasa ni shirika la kuripoti mikopo linalokusanya na kuandaa data ya alama za mikopo kwa zaidi ya bilioni moja ya watu. Mradi huu ulilengesha kurekebisha jukwaa linalopo la B2B kwa kuzingatia sana mahitaji ya watumiaji. Kutoka mtazamo wa bidhaa, lengo lilikuwa ni kupunguza maswali ya usaidizi wa wateja huku tukiongeza kiwango cha ubadilishaji. Changamoto kuu ilikuwa ni kufikiria upya jukwaa la B2B kwa mtazamo unaozingatia mtumiaji katika sekta ambapo imani katika huduma za mikopo bado haijajengwa kikamilifu.

The Recognition

About the Tuzo ya Chuma ya A' Design Award

Serasa Digital Programu ya Simu ni mshindi wa Tuzo ya Chuma ya A' Design Award, utambuzi wenye heshima unaotolewa kwa miundo mizuri inayokidhi mahitaji ya kitaalamu na ya kiviwanda yanayotarajiwa kutoka kwa kazi zilizobuniwa vizuri. Washindi wa Chuma huonyesha ustadi mkubwa, utaalamu wa hali ya juu, uelewa wa kitaalamu na uwezo wa kibunifu wa waumbaji wao. Serasa Digital Programu ya Simu inatarajiwa kuwa kazi inayothaminiwa sana, kupendwa na kuenziwa, ambayo ni ya vitendo na bunifu. Muundo huu ulioshinda Tuzo ya Chuma ya A' Design Award unajumuisha mbinu bora za tasnia na una sifa za kiufundi zenye uwezo zilizounganishwa na ujuzi na kipaji. Serasa Digital Programu ya Simu inaheshimiwa kwa uangalifu wake na imebuniwa kutoa maboresho ya ubora wa maisha yanayosaidia kuufanya ulimwengu kuwa mahali bora zaidi.

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