Clave Financiera
From driver to owner, quickly and easily
Context
Clave Financiera (formerly Clave 2000) has been financing taxis and trucks in Colombia for more than 30 years, helping drivers become owners of the vehicle they work with. Its website brings together loan applications, customer service, and payments. The redesign accompanied the brand change from Clave 2000 to Clave Financiera.
Project type
Web design
Role
UX/UI and web design
Outcome
- Redesigned site live, with clear paths to the loan application.
- Forms connected to the CRM and per-campaign tracking with Google Tag Manager.
The challenge
Redesign the site with modern tools to improve its performance and visual appeal, and lay a solid foundation for measuring campaigns and traffic. The constraints:
- Keep the trust of a brand with more than three decades in the market.
- Handle traffic from Google Ads campaigns, where site speed affects Quality Score and cost per click.
- Capture financing applications without losing leads between the site and the CRM.
Goal
- A clear interface that reduces cognitive load and guides people toward applying for a loan.
- A fast, SEO-friendly site that can handle campaign traffic.
- Forms connected to the CRM, plus Google Tag Manager tracking to see which campaigns convert.
My role
I worked on the redesign as a web designer at Processoft:
- UX/UI: design proposals in Figma, aligned with the brand identity.
- Web design: building the pages in WordPress with Elementor.
- Optimization: usability and accessibility improvements across the experience.
- Digital marketing: working with the marketing team on lead generation strategies through the site.
Key decisions
- A clear path to a loan: the home page and landing pages lead to “I want a loan” and “Apply for your loan now,” with concrete benefits in plain sight to reduce cognitive load.
- Campaign landing pages with the form up front: pages like “Finance your taxi in Bogotá” show the form above the fold, because paid traffic arrives ready to apply.
- Trust in plain sight: track record, financed vehicles, and customer stories sit close to decision points, because in financial services trust matters as much as the interface.
- Self-service for existing customers: online payments, service channels by city, and FAQs grouped by topic, so people can get answers without calling.
- Performance built for paid traffic: lightweight assets, because a faster site improves Quality Score and lowers cost per click.
Solution
- Home: value proposition, loan types, and a call to apply.
- Drivers: the “from driver to owner” promise, with loan benefits and customer stories.
- Financing landing page: loan application form with contact details and consent to the data policy.
- Customer service and self-service: offices by city, direct contact, online payments, in-person payment locations, and FAQs about loans and payments.
- Mobile: an always-visible “Pay your loan” button and direct access to WhatsApp.
Results
- The redesigned site went live with clear paths to the loan application on the home page, the landing pages, and mobile.
- Application forms were connected to the CRM so no leads are lost.
- Google Tag Manager tracking shows which campaigns generate applications.
- Existing customers can pay, find an office, and get answers right on the site.
Lessons learned
- In financial services, trust is designed too: track record and testimonials placed near each decision matter as much as the interface.
- When traffic comes from paid ads, performance and tracking are part of the design, not an afterthought.
- Separating the path for new customers (applying for a loan) from the one for existing customers (paying and getting answers) makes navigation simpler for both.
Key screens
Home page, service channels, drivers page, FAQs, financing landing page, and online payments. The screenshots show the site under the previous brand, Clave 2000.
Responsive
On mobile: home page with a shortcut to pay your loan, landing page with the form, FAQs, and an advisory landing page.
