Product metrics, user flow, wireframes, prototiyping and usability testing.
Digital self-service overhaul
The value proposition of the company UsuCampeão is to make land regularization accessible for residents in the C and D financial classes. That is, it aims to ensure that their properties are properly registered at a notary office with updated architectural and urban planning projects.
This is possible through a legal provision that enables scalability compared to traditional methods, such as adverse possession.
One of the projects to capitalize on this scalability advantage is to allow the sale of the regularization project not only through consultants but also via self-service.
In this flow, the resident needs to identify their neighborhood and subdivision, provide relevant personal and property information for the contract, define installment options, and sign the contract.
Product metrics
Through continuous contact with consultants and residents, it was possible to qualitatively identify various usability improvement opportunities in the flow. However, it was decided in the project planning phase to establish product metrics to understand the quantitative performance of each stage.
Results between 1-aug and 1-sep
A significant drop-off in users can be observed in the project and lot selection screens, leaving limited sampling for drawing quantitative conclusions in the subsequent funnel stages.
With targeted initiatives at each stage of the journey, conversion from the previous flow starting from lot selection up to payment options — to the new flow starting from lot selection to information confirmation — increased by around 30 percentage points. It’s important to note that the interaction steps after the selection of payment options remained unchanged.
There is also an increase in users at Step 05 - confirm personal data, as there is an option to resume the proccess, redirecting from the homepage to this stage.
The same is observed in Step 08 - select signature type
In this new funnel, we identified an improvement opportunity in the contract signing process, which will be addressed in the next iteration.
Results between 6-sep e 6-oct
Qualitative insights, flow and wireframe
Through continuous contact with end customers and consultants, we identified the main difficulties that negatively impact each point in the flow.
To start the ideation process, an interaction flow was designed in collaboration with the commercial team, which has the most frequent contact with customers, as well as knowledge about persuasion strategies.
In this phase, we also discussed with the operations and legal teams the possibility of reducing the data collected before signing the contract.
A wireframe was created to internally validate the solution proposals and the journey sequence in a more visual way:
New features and usability overhaul
1 - Neighborhood selection
Previous project selection
We identified that residents faced difficulties in identifying the project corresponding to their housing.
The term "Neighborhood" was proposed to prioritize the end customer’s understanding rather than technical accuracy in area delimitation.
Additionally, we proposed that the resident’s first interaction in this step would be to enter their own address, a common process in e-commerce platforms that users are already familiar with, allowing for filtered results:
New neighborhood selection
2 - Land property selection
Previous land property selection
There was a significant difficulty in navigating the Google Earth map and clicking to select a defined terrain. A usability error was also found in the address input feature, where the mobile keyboard’s confirmation button was not working.
The proposal was made for the resident’s initial interaction to again involve entering their address, leveraging information already filled out in the previous step. This way, the resident arrives at the map interaction stage with the map already centered:
New land property selection
Although the new proposal increased the conversion rate for this stage by around 7 percentage points, the usability of this stage remains challenging and is targeted for improvement in future app iterations.
3 - Data form simplification
Previous data form flow
The previous version of the property and personal data form did not have a linear flow. The resident was directed to a registration form with various information tabs. It was noted that, from this point onward, residents were uncertain where to click to continue the process.
Additionally, there was no indication of mandatory information, and data was collected that was needed for future stages but not for the initial contract, which could be postponed.
Therefore, a review was conducted with the legal and operations teams to minimize the information collected at this stage, transforming it into a linear flow.
New data form flow
4 - Additional steps
The app’s self-service journey was initially adapted from the app intended for commercial consultants. As such, it lacked a sales-oriented narrative and the cognitive bias relevant to an e-commerce setting.
We added a step at the beginning of the journey to highlight the product’s benefits and the lowest available payment values.
There is an option to include the project for the regularization of property, beyond the resident’s land. This option could reach amounts over R$ 5,000.00 and was offered as a checkbox without additional explanations.
We sought upsell references from phone plan contracts and electronic warranties to present this option in a more marketable way.
We also added a final review of information before confirming the contract, akin to an e-commerce checkout:
Product benefits description
Upsell
Final review screen