CVM Financial App
Service and App Design
Project Overview
Finvivir is a Financial Company that since 2010 has been dedicated to provide financial services to women in both rural an urban communities to reactivate their economy.
The company has been working in their digital transformation the past few years with an innovative vision. The project "24/7" is an end-to-end hybrid service and mobile app designed to digitize their core service: loans. But now changing it from manual to a digital service providing the customer immediacy, convenience, flexibility and security.
Role
Sevice / UX Designer
Setting
3 Service Designers
(multidisciplinary team with business, mkt and design backgrounds)
Deliverables
On-Site Research, Workshops Facilitation, Data Analysis, Costumer Journeys, Service Blueprints, Storyboards, User Personas, Canvas, Testing, Piloting, Evolution Service Map
CVM Financial Services provides financial microcredits overall in Mexico, mainly in towns or communities that do not have easy access to financing services.
The way it works is that in each town, there is a "Group Leader", who (depending on her financial behavior and the time she has been working with the company) can have a group of 10 up to 200 customers who meet up at her house once a week with a collaborator of the company, so that they can complete the procedure which can be a new loan, a loan renewal, and payments, etc) - all manual.
With digital transformation efforts, CVM decided to digitize this process and with this, tackle some pain points that the customers had been going through a lot of time. With the data that the company already had and some research we did, we could start building this new digital service for them.
About
Service Designer
March 2021 — March 2022
An important part of the process was the research we had to do to justify the design decisions we were making. Even though we already had data and information coming from some channels such as the phone where they could dial for complaints or emails, we needed to gather all that information, but still, it was necessary to test our hypotheses and assumptions.
We made the research plan, went to do the tests directly with the clients, and gathered all the information to analyze it and start finding patterns and insights.
Research
Primary - Qualitive
Interviews
Card Soarting
Pylot Testing
Understand our users
Mapping the Experience
For the project, it was necessary to conduct interviews with stakeholders to align the objectives and expectations of the project, for which we conducted workshops and interviews. We started mapping the hypothetical journey of how the service would be provided with the teams involved in this first test that was with the Wizard of Oz methodology.
And once everyone was aligned, we did the first pilot test in 5 towns.
Pylot Test
While I was on this project, we conducted 3 tests, the first one was small, only in 3 groups, the second one with adjustments found during the first test, we enlarged it to 9 villages, and the third one we replicated it in more than 21 towns.
And with this, as the clients got to know the service better, we were able to increase the number of credits requested through the app.
Outcomes
While I was on this project, we conducted 3 pilot tests, the first one was small, only in 3 groups, the second one with adjustments found during the first test, we enlarged it to 9 towns, and the third one we replicated it in more than 21 towns.
And with this, as the clients got to know the service better, we were able to increase the number of credits requested through the app.
