Serasa Digital Ètò Fóònù Alagbeka by Rodolpho Henrique

Serasa Digital Ètò Fóònù Alagbeka by Rodolpho Henrique is a highly esteemed winner of the very prestigious 2025 Àmì-ẹ̀yẹ Irin A' Design Award in Àpẹẹrẹ Ìmọ̀-ẹ̀rọ Alágbèéká, Ohun-èlò Fóònù àti Sọ́fítíwéà Competition Category.

IrinAlágbèéká· 2025

Serasa Digital Ètò Fóònù Alagbeka

by Rodolpho Henrique

Client: Serasa

Àmì-ẹ̀yẹ Irin A' Design Award Winner in Alágbèéká Category

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The Design

About Serasa Digital Ètò Fóònù Alagbeka

Serasa jẹ́ ilé-iṣẹ́ ìròyìn kírẹ́dítì tí ó ń kójọ àti ṣàkójọpọ̀ dátà àmì-ayé kírẹ́dítì fún ó lé lọ́nà bílíọ̀nù ènìyàn. Iṣẹ́-àkànṣe yìí ní èrò láti ṣe àtúnṣe pèpé B2B tí ó wà tẹ́lẹ̀ pẹ̀lú ìdojúkọ tó lágbára lórí àìnílò àwọn olùlò. Láti ọ̀nà àbojútó ọjà, ibi-afẹ́dé ni láti dín àwọn ìbéèrè atìlẹ́yìn oníbàárà kù nígbà tí a ń mú oṣùwọ̀n ìyípadà pọ̀ sí i. Inira pàtàkì ni láti tún wò pèpé B2B náà ní ọ̀nà tuntun pẹ̀lú àbojútó tó dojúkọ olùlò nínú ilé-iṣẹ́ kan níbi tí ìgbẹ́kẹ̀lé nínú àwọn iṣẹ́ kírẹ́dítì kò tíì di mímúlẹ̀ káàkiri.

The Recognition

About the Àmì-ẹ̀yẹ Irin A' Design Award

Serasa Digital Ètò Fóònù Alagbeka jẹ́ olùborí Àmì-ẹ̀yẹ Irin A' Design Award, ìdánimọ̀ olókìkí tí a fún àwọn àwòṣe tó dára tí wọ́n pàdé àwọn ohun tí iṣẹ́ àti ilé-iṣẹ́ nílò tí a retí láti ọ̀dọ̀ àwọn ẹ̀dá tí a ṣàwòṣe dáradára. Àwọn olùborí Irin ń fi ìjáfáfá ńlá, ìmọ̀ pàtó gíga, òye ògbóǹtarìgì àti agbára ìṣẹ̀dá àwọn olùṣẹ̀dá wọn hàn. A retí pé Serasa Digital Ètò Fóònù Alagbeka yóò jẹ́ ẹ̀dá tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó wúlò tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Irin A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ ilé-iṣẹ́ jọ, ó sì ní àwọn ànímọ́ ìmọ̀-ẹ̀rọ tó péye tí a so mọ́ ìmọ̀ ṣíṣe àti ẹ̀bùn. A bọ̀wọ̀ fún Serasa Digital Ètò Fóònù Alagbeka nítorí ìfọ̀kànbalẹ̀ rẹ̀, a sì ṣàwòṣe rẹ̀ láti pèsè ìmúdára ìgbésí ayé tó ń ran ayé lọ́wọ́ láti di ibi tó dára jù.

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