Just Personal Loan: strategy & beauty
2017–2018 / RESEARCH + IA + WEB & MOBILE UI
ROLE
Lead Product Designer
OVERVIEW
Just is a personal loan platform that makes an intelligent financial analysis through the client’s banking data in order to offer a fair and personalized rate to the respective financial profile, based on the user’s behavior regarding their finances.
PROBLEM
Just’s website had few internal and external links, so it ranked badly in google, generating low traffic of users within the site. In addition, the site was too lean and lacked relevant information that are very important to the user at the purchase decision fase such as website security, partnerships, customer’s reviews, etc.
UNDERSTANDING HOW OUR USERS THINK AND WHAT THEY WANT
In order to build a website that had relevant and easy-to-find information, we’d been in contact with Just’s customer experience area to better understand the type of request and questions our users were sending to them. Beyond that, we've conducted a card sorting interview with 10 different participants who would take a personal loan shortly (thanks to the amazing UX Researcher Tathiane Mendonça for planning and organizing this research).
During the interviewing process, our participants had to cluster related cards together and give a name to each category they made and later explain why they’ve separated the cards that way.
The card sorting interview’s results together with the data collected with our customer experience team were our guiding stars during the entire process. With those informations we were able to understand:
- Which content were relevant to capture the user attention while searching about personal loans at Google;
- Which contents they'd expect to see in a particular area of the website;
- The user's mental model while looking for a personal loan at a unknown website;
- The different paths that a person takes while searching for more information;
- And in which moments they would access each information of our website.
BUILDING THE NEW INFORMATION ARCHITECTURE
With the outcome of the card sorting interview in hand, I've promoted a brainstorm between the team. Together we’ve decided the information hierarchy, the name of each section and its respective content and the internal linking strategy between the pages of the new website.
WIREFRAMING & UI
After researching, creating the new website structure and defining the final linking strategy, I’ve done a quick benchmark research and I started creating different versions of low fidelity wireframes. Finally, me and the PO made a selection and prioritization of the layout’s contents to define the final version of it.
As a result, Just’s new website has an intelligent, informative and useful content structure, resulting an overall better user experience. We’ve also lower the website loading time and the number of tickets the customer experience team needed to reply.
Don’t hesitate to send me a message, I’d love hearing from you and I’d never refuse a nice chat + coffee: juliaxavierfernandes@gmail.com
Linkedin: https://www.linkedin.com/in/julia-xavier-2847555b/
