QFlash: Website and Platform Refresh
QFlash is a factoring company founded by a renowned credit manager in Brazil with more than BRL 3 billion under management. I joined QFlash after the Series A and my role was to lead the Product Design effort to launch their products in the market.
The Challenge
I was the sole Product Designer at QFlash when I joined at an early stage of the company. At that time, QFlash didn't had a design system or a brand styleguide - I had total creative freedom to use my brand understand to bring life to the company's digital image. I flew to São Paulo to perform a creative workshop with the leadership team and started then to design the first draft what of the MVP refresh would look like.
Projects Overview
Couple projects I worked during my time at QFlash
Website Refresh
The website refresh was my first official task at QFlash. In order to do that, I had to create a brand guide for QFlash - using my Art Direction knowledge I picked, illustration and photography direction and added the messaging map to the website's concept. The website is currently in its third version. I've used data from indirect customer research and data analysis to support my decisions.
Platform Refresh
One of the key pieces of the refreshing process was to improve the products UX. The previous experience didn't follow the basis of a great user experience and had to be redesigned as soon as possible. One of my biggest projects at QFlash was the Platform Refresh, where I designed over 20+ screens and over 40+ components to bring to life the new brand strategy and new UX for our customers.
"Profit" Design System
After working in two long and complex projects at QFlash, I understood the basis of our design and couple edge cases where it became clear to me we needed a Design System. "Profit" was the MVP of QFlash's DS with all components and design directions from the Website and Platform Refresh. The DS improved over 60% in development efficiency where developers had a clear documentation of our design guidelines.
Facilitating Workshops
And designing better outcomes
Working with QFlash's group of executives, I constantly had to draw sitemaps and user flows to obtain the maximum insight from them during our meetings. Was critical for my role that in order to understand such a complex credit process and design landing pages or processes, communication with the CEO and COO should flow naturally. I flew various times from Rio to São Paulo to perform workshops with the executive team in the company's HQ.
Before the Refresh
This is how the website looked like when I joined QFlash before the refresh. We had a lot of customer complains about the website interactions, such as hovering or clicking a button and getting no feedback, and no contrast color in most part of our text - making it almost impossible to read in some screens. The website was not optimized for mobile, which was a challenge for prospective partners.
The Result
Exploring Opportunities
I successfully redesigned the full website experience for QFlash, creating a more clean and UX-driven approach aligned to our brand strategy. Due to the complexity of our products, I had to explore multiple ways to communicate business value and simplify our navigation.
Platform Refresh
What we accomplished
During the platform refresh process spent a lot of time with the development team and their Product Manager to understand the functionality and mechanics. The main goal we wanted to accomplish was to create a simplified experience for less tech savvy users.
What I've learned?
Working at QFlash was an awesome experience in a great executive environment. I had the opportunity to develop my facilitation and workshop preparation skills, as well as presentations skills that often happened with the leadership team. I also learned a lot about financial products, which later become very useful when working with other banking products.
