A company with 2,800 verified reviews and ISO certification that looked like it did not deserve them
The problem
A consultancy since 2013, ISO 9001 certified, over 10,000 families helped. The credentials were exceptional, the site did not reflect them. On a decision worth tens of thousands of reais, visual language works as a trust signal or a red flag.
What was wrong
Seven-plus services listed with no grouping. the site led with company history, not the user's problem. A visual language that did not match the trust level the company had earned.
Research approach
The goal was not to look like a fintech, it was to look like a company users already trust with their money. I benchmarked Banco do Brasil, Itaú and Caixa Econômica Federal for the conventions that signal institutional reliability, colour, typography weight, navigation structure, and the balance between authority and accessibility.
Redesigning the navigation
Seven flat service items became two clear categories, redução de juros abusivos and análise e revisão, each with an icon and short description. The logic follows how users think about their problem, not how the company organises its services.
BEFORE
AFTER
Emotional framing as a UX decision
The original site led with credentials. The redesign leads with the user's problem, "what happens if I don't pay my car financing", shifting from what we are to what you're facing.
The redesign, self-identification card
overall
The full redesign, page by page
A complete walkthrough of every screen, from the original navigation through the final problem-first homepage. View the PDF
What I'd do differently
Test the combo earlier, at the product page, before the purchase is mentally closed. Instrument scroll depth and time-to-dismiss to see if the friction created was the right kind.