When one single word
changes everything
The word "preaprobado" (preapproved) blocked usage intent before users could even explore the product.
The Challenge 🧨
Trust
Distrust toward an important financial decision made 100% online.
Microcopy
A single word can block usage intent before someone even explores the product.
My Process
User Centered 🌿Discover
Defined the interview guide and testing objectives.
Define
Identified which copy was blocking usage intent.
Design
Recommendations for microcopy, UI, and trust.
Validate
7 moderated sessions with retirees aged 60–80.
Designed Screens 📱
Step 1 (amount and installments) · Step 2 (payment start date) · Simulation result.
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Usability Study 🔬
7 retirees · Maze · moderated sessions
The installment amount was invisible
5 of 7 didn't see the installment amount because it was outside the main results box.
The confirmation wasn't visible
No participant saw the confirmation. It was too small and disappeared too quickly.
Who would be calling them?
Distrust of unknown calls is high. They wanted the executive's name or ID code.
Preference for desktop
Several would prefer to complete the process on a computer for important financial operations.
The biggest finding: the word "preaprobado" (preapproved) triggered immediate rejection — users felt they were being forced to accept an amount without any choice.
The Solution ✨
Copy that gives control
Change "crédito preaprobado" (preapproved credit) to "simula el monto que quieras" (simulate whatever amount you want).
Visible installment amount
Move the installment amount into the main results block.
Confirmation that builds trust
Success screen with the assigned executive's name/ID code.
Designing for Trust
Simplifying the UI wasn't enough: users needed to feel in control of their own financial decision again.
When one single word changes everything.
💡 Impact
Microcopy can completely block usage intent. The recommendations led to copy changes, a redesigned results screen, and a new confirmation screen with the assigned executive's info.