A fintech product transformation for Fondo Presente, centralizing credit information, unifying workflows, defining roles, tracking actions, and automating audit-line approvals through a responsive credit application experience.
Context
Fondo Presente is a fund that offers quality loans to its members. The objective was to provide digital transformation to the business by centralizing information and creating a responsive experience for credit requests.
The product needed unified workflows, defined roles, action tracking, and automated approval auditing so credit lines could move through the process with more visibility and control.
The Problem
Fondo Presente, as part of Grupo Exito, had to work within existing processes and integrate with applications that were already present.
A previous development was not integrated and had a deficient UX. The client also needed a scalable solution where more credit lines and configurations could be added, with accessibility and usability as core design priorities.
Impact
The new experience improved credit application completion, made the workflow more efficient, and helped analysts follow a clearer audit trail across the study phase.
Increase in credit application completion rates through the new experience.
Improvement in credit workflow efficiency across the application process.
Reduction in human errors during the credit study phase.
Clear audit of analyst movements and credit application actions.
Kick Off
The work began with discovery interviews with the main stakeholders to understand the pain points in the process and why the project was needed.
One-to-one and group workshops helped the team understand the depth of the problem, create empathy with users, and define the credit application form as the principal user flow and business driver.
Defining the Approach
The main user flow centered on the credit application process: users could start from the home experience, review their application history, simulate a credit request, study the result, review documents, and continue toward conversion.
User story mapping helped define the MVP, connect existing modules, and show how each screen supported the user and the business workflow.
Workflow Alignment
The interface had to serve members applying for credit and internal teams responsible for reviewing, tracking, and auditing those requests.
Simulate a loan, understand estimated conditions, and start a credit request clearly.
Increase completion, reduce errors, and centralize credit workflow information.
Support roles, configurations, audit trails, and additional credit lines over time.
Design System
The solution needed to support new credit lines and their configurations. Consistent patterns for status cards, CTAs, application details, simulation results, and document requirements helped the workflow scale.
Accessibility and usability guided the design process so users could move faster across the workflows and understand the state of each credit request.
Conversion Strategy
The experience provided a CTA that started the credit application flow on every possible screen. The simulator was identified as the most-used feature and the flow with the greatest impact for CTA placement.
UX writing helped direct users toward desirable flows by providing guided help throughout the process, from simulation to conversion.
Final Design
The final direction connected the home screen, credit history, simulation, application, documentation, payment plan, and conversion CTAs into one coherent responsive workflow.
Closing
This project reinforced how important it is to combine business rules, user guidance, and clear interaction design in financial workflows. By centralizing information, simplifying the main credit journey, and making CTAs easier to act on, the product helped members and analysts move through the process with more confidence.
