Revolutionizing the educational ecosystem building a frictionless, accessible, and culturally aware financial learning platform that meets the needs of our customers.
Role
Industry
Duration
The Challenge
In Brazil, less than 20% of the population has financial goals or sufficient knowledge about money. Additionally, the completion rate for online financial literacy courses is alarmingly low, at just 7%. This presented a significant challenge: How can we engage users effectively and encourage them to complete their financial education journey?
The Project
Finclass, the world's largest financial streaming platform based in Brazil, aims to help users achieve financial freedom and make better investment decisions. To address the low engagement and completion rates, we set out to redesign the platform to enhance user experience and motivation.
My Role & Contribution
For more than two months, I was one of the three designers who worked together and created 85+ responsive pages and prepared a unique set of customized icons, the digital color palette, and the high-fidelity prototype. My role involved:
Leading the Visual Design and User Experience: Ensuring a cohesive visual narrative that resonates with the audience.
Information Architecture: Restructuring navigation to enhance accessibility and usability.
Prototyping & Testing: Creating high-fidelity interactive prototypes for user testing and iterative improvement.
Collaboration & Leadership: Coordinating with the team to maintain a unified design direction.
I actively participated in brainstorming sessions, presented design solutions to stakeholders, and gathered feedback to iterate on the designs.
The Process
1️⃣ Research & Analysis
Conducted user interviews and surveys to understand pain points and motivations.
Analyzed in-app analytics to identify user behavior patterns.
Researched competitor platforms and industry trends to gather strategic insights.
2️⃣ Information Architecture
Reorganized the platform’s navigation to prioritize user needs and simplify the learning journey.
Streamlined content hierarchy, making it easier for users to find relevant courses and resources.
3️⃣ Wireframing & Prototyping
Designed low-fidelity wireframes to conceptualize the new layout and navigation flow.
Conducted user testing to validate wireframes and gathered feedback for iterative refinement.
Developed a high-fidelity, interactive prototype to simulate the user experience, enabling effective stakeholder reviews.
4️⃣ Visual Design & Style Guide
Collaborated with the team to design over 85+ responsive pages.
Crafted a unique set of customized icons and a digital color palette to create a visually consistent and engaging story.
Maintained a cohesive design language that conveyed the product's benefits while resonating with the target audience.
Results
The redesign led to remarkable outcomes:
Completion Rate Surge: Course completion rates increased by 42% to over 90k users completing their programs.
User Engagement: The platform attracted 2,458,223 website visitors.
Lead Generation: Generated 387,000 leads, significantly expanding the user base.
New Enrollments: 90,000 new students enrolled, reflecting a successful user acquisition strategy.
What I Learned
This project taught me the importance of:
User-Centric Design: Understanding user motivations and pain points is crucial for creating engaging experiences.
Iterative Design & Testing: Continuously refining prototypes based on user feedback ensures a product that resonates with the audience.
Collaboration & Communication: Coordinating with cross-functional teams and stakeholders is vital for aligning goals and achieving project success.
Storytelling Through Design: Crafting a cohesive visual narrative can significantly enhance user engagement and brand loyalty.
Conclusion
Redesigning Finclass was a transformative experience that not only improved user engagement and completion rates but also contributed to financial literacy in Brazil. My role as a designer went beyond aesthetics – it was about empowering users to achieve financial freedom through an intuitive and inspiring learning platform.
