OVERVIEW

Led a complete UX redesign of a document submission flow for mortgage applicants. Discovered that receiving multiple documents at once created cognitive overload, leading to high error rates. Solution: Progressive disclosure through conversational interface.

Client: Cred Imob | Duration: 2022-2024 | Services: UX Research, Conversational Design, Product Implementation

THE PROBLEM

Real issue: Customers received 2-9 PDF documents via chatbot with all instructions provided simultaneously, causing:

❌ Document Confusion: Users didn't know which to complete first
❌ High Error Rates: 35% submitted incomplete or incorrectly filled forms
❌ Support Burden: Each failed submission created additional support tickets
❌ Poor Completion Rates: 28% abandonment before submission

RESEARCH METHODOLOGY

🔍 Phase 1: Quantitative Analysis

• Analyzed data from ~3,000 customers over 3-month period

• Tracked: Churn rate, retry attempts, abandonment, submission errors

• Finding: Cognitive overload = primary failure factor

🔍 Phase 2: Qualitative Research

• Customer interviews about frustration points

• Support ticket analysis for common confusion patterns

• Discovered: Sequential guidance > bulk document delivery

🔍 Phase 3: Journey Mapping

• Visualized entire mortgage document submission process

• Identified 5 critical drop-off points

• Validated hypotheses with usability testing

KEY FINDINGS

• Excesso de Informação (Information Overload): All documents + instructions at once created decision paralysis

• Lack of Progress Indicators: Users didn't know where they were in the process

• Personalization Gap: Same flow for different customer types (different document sets)

• Error Cascades: One mistake meant restarting entire process

SOLUTION: PROGRESSIVE DISCLOSURE

Redesigned flow to deliver documents sequentially via chatbot:

BEFORE (Bulk):

1. User receives 7 documents + 1 long instruction set at once

2. Confusion → errors → support tickets → manual resolution

AFTER (Progressive):

1. Chatbot asks: "What type of financing are you applying for?"

2. System determines document count & type

3. Delivers documents ONE AT A TIME with specific instructions

4. Progress indicator: "Document 3 of 7"

5. Visual step-by-step guidance (icons, clear CTAs)

6. Conditional follow-up questions

7. Confirmation before next document

IMPLEMENTATION ROADMAP

✓ Tool: Figma (interaction design)
✓ Platform: Blip conversational platform
✓ Backend: C# (conditional document routing)
✓ Testing: Piloted with 500 users before full rollout

CONVERSATIONAL FLOW ARCHITECTURE

• Smart Personalization: Different flows based on customer segment
• Empathetic Messaging: UX copy addressing pain points
• Clear CTAs: "Continue to Next Document" vs. ambiguous buttons
• Error Recovery: Built-in validation, helpful error messages
• Accessibility: WCAG 2.1 AA compliance, screen-reader tested

RESULTS & IMPACT

📊 User Satisfaction: ↑12% (Net Promoter Score improvement)
❌ Error Reduction: ↓25% (from 35% to 10% error rate)
⏱️ Process Efficiency: ↓32% (average completion time)
💰 Cost Savings: Reduced support tickets by 40%
✅ Completion Rate: Improved from 72% to 94%

BEFORE vs. AFTER METRICS

Metric | Before | After | Improvement
Error Rate | 35% | 10% | ↓25%
Avg. Completion Time | 45 min | 31 min | ↓32%
Abandonment Rate | 28% | 6% | ↓22%
Support Escalations | 2,100/mo| 1,260/mo| ↓40%
User Satisfaction | 68 NPS | 76 NPS | ↑8 points

DESIGN PRINCIPLES APPLIED

✓ Cognitive Load Theory: Breaking complexity into manageable chunks
✓ Progressive Disclosure: Show information when needed
✓ Error Prevention: Validation at each step
✓ Accessibility: Inclusive design from the start
✓ Data-Driven UX: Decisions backed by research, not assumptions

MY ROLE

• Led qualitative & quantitative research strategy
• Designed conversational flows and user journey
• Facilitated design workshops with product & engineering teams
• Created interaction prototypes and tested with users
• Wrote conversational copy (tone guidelines)
• Defined success metrics and tracked post-launch performance

TOOLS & TECHNOLOGIES

Figma | Blip Platform | SQL (user behavior analysis) | Miro (journey mapping) | Hotjar (user session recording) | Google Analytics | C#

KEY LEARNINGS

1. Sequential delivery reduces errors by ~70% vs. bulk upload

2. Progress indicators = critical for multi-step flows

3. Personalization increases completion rates significantly

4. UX research ROI: 32% efficiency gain validates research investment

TAKEAWAY

"Users don't fail because they're careless—they fail because the interface doesn't respect their cognitive capacity. Simplifying one flow saved the company 40% in monthly support costs."

Notice of Property

All images used in this case are for illustrative purposes only. In accordance with property agreements, all screens, research, and other materials mentioned are the exclusive property of the client.