Redesigning the digital experience for corporate clients investing in mutual funds: from 60% CSAT to 100%.
In February 2024, client satisfaction sat at 60% CSAT. Corporate clients — SMEs, mid-sized companies, and institutional investors — were navigating an 8-day onboarding process with no digital self-service, while competitors offered simulation tools, fund comparators, and full transactional flows. Credicorp Capital covered only 5 of the 14 digital features the market expected.
Between October 2023 and March 2024 we ran a full product discovery: competitive benchmark across 6 players, 12 one-on-one interviews with corporate clients, and 3 sessions with internal commercial experts. Three distinct user profiles emerged — CEOs making investment decisions without a financial background, Treasury Analysts who needed granular data fast, and Treasury Managers juggling investments alongside many other responsibilities. Designing for one meant failing the other two.
Based on research findings, we prioritized and redesigned four core areas: a fund catalog with smart filters by currency and risk profile, a fund detail page with interactive profitability charts and historical performance, an investment simulator, and a fund comparator for up to 3 funds side by side — answering the most common pre-decision questions without needing to call an advisor.
