Project Overview
Equifax Chile, one of the leading credit bureaus in Latin America, engaged our team for an 11-month UX engagement (June 2018 – April 2019) to redesign their direct-to-consumer (D2C) digital services platform. The project covered the public-facing "Personas" section where individuals purchase credit reports and financial products online, a homepage redesign, and 4 enterprise-focused landing pages for the "Dicom" brand.
The engagement evolved from an initial staff augmentation model to a full-service UX redesign, reflecting growing trust and expanded scope at each phase.
The Challenge
Equifax Chile needed to transform its D2C digital presence from a dated platform into a modern, user-centered e-commerce experience for credit reports and financial products. Key challenges included:
- Complex product portfolio: 9+ distinct financial products (credit reports, debt certificates, rental reports, business reports) with different user flows
- Dual audience: Individual consumers ("Personas") and enterprise users ("Empresas") with different needs and navigation patterns
- Trust-critical context: As a credit bureau, the platform required careful balance of security, transparency, and usability
- E-commerce conversion: The online report purchasing experience needed optimization for higher completion rates
Process
Phase 1: Initial Prototyping (June – July 2018)
Staff augmentation engagement providing senior UX/UI design to Equifax's internal team. Produced initial Sketch prototypes, wireframes for client profile cards and listing pages, and established shared design standards.
Phase 2: Full Website Redesign (January – March 2019)
Structured redesign engagement across 4 stages:
- Content Architecture Analysis: Mapped all products, purchase flows, registration, and contact channels using OmniGraffle tree diagrams
- Prototyping & User Testing: Semi-functional prototypes in Sketch + InVision, tested with 5 participants per user segment via video-recorded sessions
- Graphic Design: 2 design concepts applied to 5 representative pages
- HTML Mockup: Up to 20 responsive, accessible pages
Phase 3: Enterprise Landing Pages (April 2019)
Designed 4 conversion-focused landing pages for the "Dicom" brand, each with A/B tested CTA patterns:
- Button pattern: Form hidden by default, revealed via JavaScript toggle — better for mobile (less visual clutter)
- Visible form pattern: Contact form always shown alongside product description — reduced friction but more screen real estate
Products: Cobranza (Collections), Evaluación de Riesgo (Risk Evaluation), Prospecto Inteligente (Smart Prospect), Orden de Compra y Factura (Purchase Order & Invoice).
Key Deliverables
- Content/Navigation Architecture: Comprehensive tree diagrams mapping every section, product, and user flow across the platform
- 30+ Unique Screens: High-fidelity Sketch prototypes covering the complete e-commerce experience
- 15+ User Flows: Including product purchase from cart (3-step checkout), product purchase from card (quick buy), registration with EID validation, password recovery, and admin workflows
- 4 Landing Pages: With dual CTA patterns for systematic A/B testing
- 20 Responsive HTML Pages: Cross-browser compatible implementation with Bootstrap 4
- Task Completion Matrix: Traffic light evaluation system from segmented user testing
User Research Insights
- The site required a clear separation between individual consumer and enterprise user pathways
- Contact channels differed by audience: enterprises used web forms; individuals preferred phone, email, and Twitter
- The e-commerce flow needed a deliberate 3-step checkout: Cart → Client Identification → Payment & Receipt
- Registration required EID (electronic identity) validation — a critical trust element for a credit bureau
- Segmented testing revealed distinct mental models between individual and enterprise users navigating the same product catalog
Impact
An 11-month engagement that grew from a single designer placement to a comprehensive UX redesign, reflecting the value delivered at each stage. The project produced a complete design system and responsive implementation covering Equifax Chile's entire D2C digital presence — from product discovery through purchase completion — with user-tested patterns validated across both consumer and enterprise segments.
