Connecting financial institutions and customers.
Democratizing Credit
About the product
Painel Fornecedor is a white-label SaaS solution that simplifies Supply Chain Finance by centralizing invoice management and enabling receivables advances under a drawn risk model, connecting clients, suppliers, and banks in a single view.
problem
With increased competition in the credit market, we faced rising customer churn and growing operational costs, a dual pressure that prompted a deep review of our product strategy.
main goal
Identify key areas for improvement to make the product more competitive and cost-effective, in response to rising churn and operational inefficiencies.
In an increasingly demanding landscape, we recognized the need to go beyond reactive responses to the market. One of the core complexities of this product lies in serving two distinct user groups, each with different needs and expectations, which made it essential to find a balanced solution that works across both experiences.
Two key hypotheses guided our investigation:
" Customers struggle to use the product, requiring frequent training sessions with the support team, which increases operational costs. "
" A lack of clarity in managerial information leads to a loss of trust and drives customers to explore competing solutions. "
Additionally, the complexity of certain features, such as credit offer tables, caused insecurity and negatively impacted the user experience.
Process
To explore these challenges strategically, I brought together key stakeholders to initiate the CSD framework. Through collaborative analysis, I identified recurring patterns and aligned on core themes.
In parallel, I conducted user research considering the two distinct user groups, ensuring their specific needs and behaviors were captured. I then synthesized the findings into an affinity map, which helped structure insights and highlight connections between pain points, user needs, and opportunities.
This process revealed essential insights to guide our next steps:
01
Improve the clarity and visibility of dashboards, making them more useful for decision-making.
02
Enhance the usability of the receivables advance feature, focusing on creating a simpler and more intuitive flow.
03
Reduce the complexity of the tables used in credit offers, increasing user confidence and lowering friction.
By aligning strategy, user insight, and structured analysis, we were able to turn uncertainty into clear direction and lay the groundwork for meaningful improvements to the product.
To monitor the impact of future improvements, we defined a focused set of metrics across business and UX performance.
Business
Churn Rate: To track retention and understand customer drop-off behavior.
LTV/CAC Ratio: To evaluate acquisition efficiency and long-term value.
UX
TSR (Task Success Rate) : To measure how effectively users complete key actions.
CES (Customer Effort Score) : To assess perceived usability and friction.