Loan Funnel Redesign

Konfío is an online financial services platform for small and medium enterprises. Konfio’s loan application is 100% digital, and much faster than traditional banks.

While the loan process its quick, we still felt the application form was exhausting to complete, lacking of human language and with an outdated design.

Goals

Simplify the loan funnel, keeping in mind all stakeholders (Legal, Data Science, Credit teams.)
Data-driven: metrics would define the success or fail of this new funnel design.

Our principles for this project were: Simplicity, Conversational, Transparency.

Challenges

We divide users into PM (Persona Moral), which are Premium clients and have an executive assigned. While PFAE (Persona Física con Actividad Empresarial) come by organic/paid channels, and they represent 90% of total traffic. The big challenge was to create a functional funnel and keep our metrics healthy, otherwise we would have make a rollback to old funnel version.
Delivery of final design in a tight deadline.