Improving the lending journey in a fintech

Summary

CashMe is the largest fintech offering home equity loans in Latin America. The Service Design project aimed to understand the ecosystem of fast, affordable, and long-term loans provided entirely online by CashMe.

My role

As a service designer, I conducted a comprehensive journey mapping, identifying every critical step in the process — from the first contact to the completion of the service. To achieve this, I carried out in-depth interviews with all the stakeholders involved — customers, partners, and consultants — in order to understand their needs, expectations, and pain points. Additionally, I conducted benchmarking research to identify best practices in the market and analyzed both national and international references for similar experiences. This approach allowed me to build a holistic and strategic view of the service, aligning business objectives with the real needs of the users.

People involved

1 UX Researcher and Service Designer
1 Project Manager

1 UX Lead

1 Content Design
2 Developers

Understanding the ecosystem

Our starting point was to map the main interaction in the journey of the three key players: clients, partners, and consultants. From there, our design consultancy worked to highlight how each user's processes impact the business in a holistic way through the CashMember portal — where partners submit customer proposals to be reviewed by CashMe’s internal consultants.

Results

We delivered a large board that mapped three journeys across distinct contexts:

For partners before using the CashMember portal, where they collect client proposals;
For partners within the CashMember portal, where they submit the proposals to the fintech;
For internal stakeholders/users interacting with one another to approve the proposals.

Now, the next step for the fintech’s internal team is to strategically execute the identified opportunities and continue to investigate the users’ context.