{"id":1472,"date":"2025-09-05T12:42:07","date_gmt":"2025-09-05T12:42:07","guid":{"rendered":"https:\/\/augustoalexandre.space\/?page_id=1472"},"modified":"2025-12-11T17:26:36","modified_gmt":"2025-12-11T17:26:36","slug":"serasa-post","status":"publish","type":"page","link":"https:\/\/augustoalexandre.space\/pt\/serasa-post\/","title":{"rendered":"Serasa-Post"},"content":{"rendered":"
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Rebrand Serasa Cr\u00e9dito<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Uma reformula\u00e7\u00e3o do produto eCred, da Serasa. Oferecendo solu\u00e7\u00f5es inteligentes para que os consumidores obtenham diferentes tipos de cart\u00f5es de cr\u00e9dito e modalidades de empr\u00e9stimo, adaptadas ao seu perfil. A empresa oferece uma experi\u00eancia \u00fanica ao consumidor tanto por meio do site quanto do aplicativo.<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Cliente<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Serasa<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Servi\u00e7o<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Designer de Experi\u00eancia (UX)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Data<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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2022<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Imagem\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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\n\t\t\t\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Vis\u00e3o geral do projeto<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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O Desafio<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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This project involved a complete overhaul of the eCred product by Serasa. The goal was to offer smart credit solutions (credit cards and loans) tailored to each consumer’s profile.<\/p>

Identificamos dois problemas centrais que estavam limitando o crescimento do produto:<\/p>

1. Fragmenta\u00e7\u00e3o Visual<\/strong> Cada produto da Serasa possu\u00eda uma paleta de cores diferente. Isso confundia os usu\u00e1rios, que muitas vezes n\u00e3o percebiam que o produto pertencia ao ecossistema de confian\u00e7a da Serasa.<\/p>

2. Falta de Clareza:<\/strong> The name “eCred” did not clearly communicate the value proposition and failed to generate sufficient trust for conversion.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Perguntas Chave do Projeto<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\u2022 Percep\u00e7\u00e3o de Marca:<\/b> O nome atual ajuda na busca org\u00e2nica e na memoriza\u00e7\u00e3o pelo usu\u00e1rio?<\/span><\/p>

\u2022 Usabilidade (Web vs. App):<\/b> Por que a vers\u00e3o Web tem mais etapas e taxas de convers\u00e3o menores que o App?<\/p>

\u2022 Ecossistema:<\/b> Como podemos unificar a identidade para que os usu\u00e1rios sintam a seguran\u00e7a da marca m\u00e3e (Serasa)?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Meu Papel<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Liderei as frentes de Product Design tanto estrat\u00e9gicas quanto operacionais:<\/p>

\u2022 Estrat\u00e9gia de Marca:<\/b> Defini\u00e7\u00e3o de um nome que potencialize o tr\u00e1fego org\u00e2nico e traga clareza.<\/p>

\u2022 UX\/UI:<\/b> Unifica\u00e7\u00e3o das experi\u00eancias Web e App, reduzindo a fric\u00e7\u00e3o.<\/p>

\u2022 Design System:<\/b> Cria\u00e7\u00e3o de consist\u00eancia visual com o restante do portf\u00f3lio de produtos da Serasa.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"Logo\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Primeiros Passos<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Processo de Estrat\u00e9gia e Design<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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A Estrat\u00e9gia do nome (SEO e Clareza)<\/b> A mudan\u00e7a para Serasa Cr\u00e9dito<\/b> n\u00e3o foi apenas est\u00e9tica; foi focada em resultados:<\/p>

\u2022 Mais f\u00e1cil de entender:<\/b> We selected a familiar term (“Cr\u00e9dito”) so the general public could instantly understand what the product offers.<\/p>

\u2022 Estrat\u00e9gia de SEO:<\/b> Since “Cr\u00e9dito” is a very popular keyword on Google, using it in our name helped us gain more organic traffic. This allowed us to attract new users naturally, reducing our reliance on paid advertising.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Prototipa\u00e7\u00e3o & Testes<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Com a identidade visual definida, focamos em tornar a experi\u00eancia consistente. Nossa pesquisa mostrou que a vers\u00e3o Web tinha etapas demais em compara\u00e7\u00e3o ao App.<\/p>