People arrive confused
They struggle to understand what Foregon offers.
CASE / 02
Redesigning Foregon's external home
Clarity, trust, and value proposition in the first contact with Foregon.
The external home was one of Foregon's main entry points.
But the problem started before navigation: people who did not know the brand did not always understand what Foregon offered, why they could trust it, or which path made sense.
Before redesigning the interface, we needed to understand that perception.
01 / CONTEXT
The first contact needed to explain Foregon better.
The previous experience quickly led people to credit cards and score lookup. This placed specific solutions before a more basic question: does the user understand what Foregon does? The redesign began by making first contact clearer, more trustworthy, and oriented around people’s needs.
01 · USABILITY DIAGNOSIS
The first-contact problem
Products come too early
A decision is requested before the value is clear.
Expectation breaks
People leave before the first valuable action.
Understand Foregon
Know what the platform offers before choosing a product.
Feel safe to move forward
See credible signals before sharing financial information.
Find a relevant path
Explore products through the need that brought you here.
02 / RESEARCH
Investigating the real perception of the brand.
Between August 4 and 8, 2022, we ran qualitative research with people who did not know Foregon. Beyond testing isolated components, we wanted to understand first interpretations of the brand, questions, uncertainty, and value proposition.
04 / PARTICIPANTS
Nicolle
“Even after accessing the site, she did not understand clearly what Foregon delivered.”
Jhonatan
“He associated Foregon's delivery with Serasa and felt safer after a trusted recommendation.”
Jonas
“He did not identify the value proposition and understood the recommendation as Santander's.”
RESEARCH EVIDENCE
People hesitated to share data with an unfamiliar company.
It was not always clear which services Foregon offered.
Some recommendations felt too directed toward specific institutions.
Credibility signals helped reduce uncertainty during the journey.
“Before choosing a product, people needed to understand who was helping them choose.”
03 / ATTENTION & BEHAVIOR
Where attention really was.
MOBILE
- Interest in score lookup
- High interest in credit limit
- Less use of the entire page
DESKTOP
- More interaction with the page
- Interest in financial products
- Value proposition qualification
04 / SYNTHESIS
The problem converged on three needs.
Understand Foregon
Know what the platform offers before choosing a product.
Feel safe to move forward
See credible signals before sharing financial information.
Find a relevant path
Explore products through the need that brought you here.
05 / PERSONA & EMPATHY
Keeping human needs on the table.
The persona kept concrete pains, goals, and motivations present in product discussions. It was a synthesis tool, not a substitute for research evidence.
Daiane Ferreira
30 years old · beauty salon owner · São Paulo
“I know that one day I will be able to expand my beauty salon.”
PAIN POINTS
Unhealthy financial life; ends the month in the red.
GOALS
Expand the salon; get credit; pay off the mortgage.
06 / BENCHMARK
How did other experiences create clarity and trust?
BUSER
Clear value proposition in the headline. Simple, easy-to-use filter.
→ For Foregon: explain what the platform does before the product.SERASA
Direct portal access without barriers or distractions.
→ For Foregon: reduce barriers between first contact and value.07 / CUSTOMER JOURNEY
From uncertainty to a more guided experience.
The end-to-end map made visible where expectations broke and how uncertainty, understanding, and perceived value changed across the experience.
CRITICAL MOMENT
The biggest break happened between discovery and the first concrete action: an orientation gap the redesign aimed to remove.
Discovery → Action08 / ANALYSIS
What the research was telling us.
The proposition was not immediately clear.
DECISIONExplain what Foregon does before products.
People resisted sharing data.
DECISIONMake credibility visible earlier.
Recommendations could feel generic.
DECISIONOrganize paths around user needs.
Page length reduced engagement on mobile.
DECISIONGive more context and value before action.
People did not understand Foregon's role before using the platform.
Before recommending a product, we needed to explain who was recommending it.
Communicate Foregon's value proposition first.
09 / DESIGN DIRECTION
What changed in the design direction.
Explain Foregon before directing to an offer.
Organize paths around user needs.
Create context and trust before asking for action.
10 / FINAL EXPERIENCE
The redesigned experience.
01 · FIRST FOLD
02 · INTERACTIVE FILTER
The interactive filter across the three key verticals helps people understand what they can get from Foregon.
03 · COMPLETE EXPERIENCE
04 · BEFORE × AFTER
The old home prioritized action before context.
The new home explains first.
11 / OUTCOME
More time exploring the experience.
+20%AVERAGE TIME ON PAGE
↓ Lower bounce rate
↑ Higher page engagement
↑ Better lead qualification
12 / MY CONTRIBUTION
My contribution.
My work connected research, synthesis, and experience construction throughout the redesign.
13 / REFLECTION
What this project reinforced.
Before asking for an action, the experience must explain why it makes sense.
Perceived safety and credibility influence the willingness to continue.
The problem became more than how to improve the home: what does someone need to understand before moving forward?
“A home should not only show paths. It should help people understand why those paths are worth following.”
