Addi
Addi is a fintech startup that makes credit more accessible in Latin America by offering consumers the option to pay in installments under fairer conditions while helping online retailers maintain steady cash flow. In this project, I worked on designing a new user experience based on risk segmentation, aiming to create tailored journeys for different customer profiles. Jan, 2022
When customers made their first purchase with Addi, they became eligible for a credit budget once they repaid their initial loan.
To address this, the Risk team introduced a transaction-based credit model. This framework allowed us to evaluate customers more effectively during their very first purchase. With it, we could deliver a smoother experience for responsible clients while still protecting Addi from unnecessary risk.
Increased returning client conversion
Improve the credit line experience.
As the risk team’s proposal took shape, we saw an opportunity to improve the credit experience as a whole. I began by creating a planning document and roadmap to capture the outcomes from design explorations and validation sessions with stakeholders.
To kick things off, I pulled together insights from our past research and paired them with recurring complaints flagged in CX and NPS data. This helped us surface the most common pain points, highlight valuable findings, and outline recommendations to guide the project. Two core problems stood out: Unreliable credit behavior and unclear understanding of the credit limit.
To move beyond just credit mechanics, I decided to take a broader view and map out the entire user journey. This helped us understand not only how people used credit but also how they interacted with the product as a whole. I created a comprehensive journey map that highlighted user scenarios, pain points, and unmet needs.
At the same time, I ran a product assessment of the current experience. This allowed us to document usability issues that needed attention and ensure they could be addressed in parallel with the project.
Main problems:
The interface no longer aligned with the company’s image. Inconsistent use of colors and textures weakened the design.
The process for unlocking credit after the first purchase wasn’t clear enough, and the store section was hard to find, leading to confusion.
The credit limit summary lacked visual clarity, and explanations about installments were confusing.
Opportunities:
Use this project as a foundation for a refreshed design system.
Reevaluate the language we use to explain features and benefits.
During the design discovery phase, the Risk team was also developing a user segmentation proposal. Once their initial framework was shared, we collaborated closely to align design and risk considerations.
For the first release, we decided to focus on just two groups: low-risk and high-risk users. From there, I designed the user flows that would guide these profiles through the product, ensuring a seamless and consistent experience across scenarios.
When starting the wireframes, I mapped out the screens that needed updates and noted where copy adjustments were required. This helped streamline the workflow and allowed the writer to begin working in parallel, keeping the process efficient and collaborative.
In parallel with this project, I was also part of the Design System team, collaborating with another designer. Together, we had already begun drafting proposals and exploring UI directions for the redesign, which allowed us to align this work with broader system improvements.
Different status
To give customers more clarity, we designed variations of the credit status screen that adapt to different situations. Each state communicates the user’s available credit, upcoming or overdue payments, and what actions they should take next.
High-risk users
For high-risk users, we added an informative section that explains what a credit line is and how to qualify for one. This gave users greater clarity about the process and helped set the right expectations from the start.
Improvements in the checkout
We enhanced the checkout flow within merchant interfaces with both UI and copy updates. These changes included a redesigned confirmation screen and a new WhatsApp message feature that provides users with clear information about their credit line and upcoming payments.
This project laid the groundwork for the development of Addi’s new design system. While developers began building the system, designers incorporated its foundations and components into ongoing projects, ensuring consistency across the product.
Although the project is still in progress due to its scale and the extensive restructuring led by the Risk team, the results so far are promising. The new design is expected to make it easier for customers to make repeat purchases soon after their first loan, ultimately driving better conversion and improving the overall credit experience.
NEXT PROJECT
Improved the cashback experience in a digital wallet by making the process clearer and reducing confusion.
