Hipótese e Métricas: O experimento do Empréstimo Shopee
Para otimizar a experiência do usuário ao solicitar um empréstimo na Shopee, propomos um experimento A/B focado na simplificação do formulário de solicitação. A formulação da hipótese central a ser testada é: a redução do número de campos no formulário de solicitação de empréstimo expandirá a taxa de conversão de solicitações completadas. Definimos, de maneira clara, as métricas de sucesso: taxa de inferência do formulário, tempo médio gasto no preenchimento e taxa de aprovação dos empréstimos solicitados via formulário simplificado.
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A seguir, detalhamos a descrição do grupo de controle e do grupo experimental. O grupo de controle visualizará o formulário de solicitação de empréstimo atual, com todos os campos obrigatórios. Já o grupo experimental será exposto a um formulário simplificado, com um número reduzido de campos, mantendo apenas as informações essenciais para a análise de crédito. Vale destacar que a seleção dos participantes para cada grupo será aleatória para garantir a imparcialidade dos resultados.
A duração do experimento será de duas semanas, um prazo justificado pela necessidade de coletar um volume de informações estatisticamente relevante, minimizando o impacto de variações sazonais ou eventos atípicos. Para a implementação do experimento, os recursos necessários incluem: uma plataforma de experimento A/B (como Google Optimize ou similar), acesso aos informações de usuários da Shopee e a colaboração das equipes de desenvolvimento e análise de informações.
Desvendando o trajetória: Guia Conversacional do Empréstimo
Agora, vamos conversar um limitado sobre como esse experimento realmente funciona. Imagine que você tem dois caminhos para chegar ao mesmo lugar: um cheio de curvas e outro mais direto. Nosso experimento A/B é como comparar esses dois caminhos para observar qual leva mais pessoas ao destino final, que nesse caso, é a solicitação de um empréstimo. A grande questão é: qual formulário, o completo ou o simplificado, faz com que mais pessoas terminem o trajetória de solicitação?
A explicação é simples: menos campos podem significar menos desistências. As pessoas, muitas vezes, se sentem intimidadas por formulários longos e complicados. Ao simplificarmos o trajetória, diminuímos a barreira de entrada e aumentamos as chances de o usuário completar a solicitação. Afinal, quem não prefere um caminho mais curto e simples, não é mesmo? É fundamental compreender que o propósito não é apenas coletar informações, mas sim aprimorar a experiência do usuário.
Outro aspecto relevante é a análise dos informações. Após as duas semanas de experimento, vamos interpretar as métricas que definimos lá no início: a taxa de inferência do formulário, o tempo gasto no preenchimento e a taxa de aprovação dos empréstimos. Se o formulário simplificado tiver um desempenho melhor em todas ou na maioria dessas métricas, teremos evidências de que a nossa hipótese estava correta e poderemos executar a mudança para todos os usuários da Shopee.
A Jornada do Usuário: Uma História de Simplificação
Imagine a história de Maria, uma usuária da Shopee que precisava de um pequeno empréstimo para investir em seu negócio de artesanato. Ao acessar a plataforma, Maria se deparou com o formulário de solicitação de empréstimo. Inicialmente, ela se sentiu um limitado intimidada pela quantidade de informações solicitadas. No entanto, como Maria fazia parte do grupo experimental, ela viu o formulário simplificado. Com menos campos para preencher, Maria se sentiu mais confiante e rapidamente concluiu a solicitação.
Em contrapartida, João, outro usuário da Shopee que também precisava de um empréstimo, viu o formulário completo. João começou a preencher o formulário, mas logo se sentiu frustrado com a quantidade de informações solicitadas. Ele pensou em desistir, mas decidiu continuar. No entanto, no meio do trajetória, ele se distraiu e acabou abandonando a solicitação. A jornada revela que a experiência de Maria foi consideravelmente mais positiva do que a de João.
a validação confirma, O experimento demonstra que a simplificação do formulário de solicitação de empréstimo pode ter um impacto significativo na experiência do usuário. Ao facilitar o trajetória, aumentamos as chances de o usuário completar a solicitação e, consequentemente, obter o empréstimo que precisa. A história de Maria e João ilustra como uma pequena mudança pode fazer uma grande diferença na vida das pessoas. Este é o poder do experimento A/B: transformar a experiência do usuário para melhor.
