Problem statement
The Creditas homepage is the company’s main showcase to the market — the first touchpoint where users discover our value proposition.
Between 2023 and 2024, Creditas partnered with the creative agency Rebu in a rebranding initiative that went beyond visual updates.
This redesign was an opportunity to rethink how the homepage contributes to brand perception, customer trust, and business performance.
Project duration
April 2024 - December 2024
My role and proccess
As Staff Product Designer, I led the redesign from discovery to delivery, collaborating with marketing, engineering, and business unit teams.
Discovery & Research
Data analysis, user interviews, and benchmarking.
Definition
Identifying pain points and redefining architecture.
Design
Prototyping, validation, and A/B testing.
Delivery
Prototyping, validation, and A/B testing.
Discovery & Insights
Discovery & Insights
Quantitative Research
We analyzed data from April 2024 heatmaps and Google Analytics to understand interaction patterns.
Key findings:
Users were spending more time trying to locate relevant information than exploring brand content.
9.1K
9.1K desktop sessions focused mainly on “Log in” and loan simulations.
13.2K%
Mobile sessions concentrated around the navigation menu.
Definition
Competitive benchmarking
We mapped direct and indirect competitors across financial and fintech sectors.
Most competitors had already evolved toward storytelling-driven pages, combining product clarity with emotional engagement.
This analysis highlighted our opportunity: to reposition the homepage as both a conversion channel and a brand-building touchpoint.
Discovery & Insights
Content & Architecture Review
We mapped direct and indirect competitors across financial and fintech sectors.
Most competitors had already evolved toward storytelling-driven pages, combining product clarity with emotional engagement.
This analysis highlighted our opportunity: to reposition the homepage as both a conversion channel and a brand-building touchpoint.
Design
The new homepage brings Creditas’ rebranded identity to life through:
Dynamic hero visuals reflecting real customer stories.
Micro-animations and smooth transitions that reinforce brand personality.
Curated product cards integrated with educational content and partner stories.
Responsive layouts ensuring consistency across devices.
Visually, the design consolidates Creditas as a modern, human, and innovative brand — balancing performance and emotional connection.
Results & Metrics
Metric
Total sessions
Click-throughs
Avg. time on page
Bounce rate
Returning users
Before
4.8K
453
1:00
58,5%
33,9%
After
5.2K
623
0:57
62.3%
40.5%
Change
+8%
+37%
-5%
↑ (users finding info faster)
+6,6%
Interpretation: although time on page decreased, users located key content more efficiently — a sign of improved navigation and content relevance.
Additionally, engagement with Auto and Home Equity LPs increased by +45% and +111%, and homepage-driven conversions grew by +14.5%.
Learnings & Takeaways
Design is the bridge between business and experience.
Brand isn’t just visual — it’s about how users perceive value.
Cross-team alignment is essential for strategic decisions.
The greatest challenge was aligning the expectations of multiple business units and marketing stakeholders. Despite time constraints, the redesign was delivered on schedule and reinforced Creditas’ positioning as a human-centered, data-driven fintech brand.
Outcome
The redesigned homepage successfully redefined Creditas’ digital presence — improving usability, engagement, and perception of innovation, while staying true to the brand’s purpose: empowering people to achieve their goals through smarter credit solutions.
Selected Works
VacinasProduct Designer
NoviEstudo de caso
Crédito SeguroProduct Designer
Homepage RedesignStaff Product Designer