Application Status Tracker
Multi-channel proactive communication strategy (App + WhatsApp Business + Push) that informs clients in real time about their loan application status, eliminating the 'black box' between application and disbursement.
- Company
- Aviva Crédito
- My Role
- Product Designer
- Period
- Feb 2026
- WISMO rate: −50% status contacts (baseline: 54% with 5+ daily)
- Operational efficiency: <15 min/agent/day (baseline: ~31 min) −52%
Highlights
Reduction from ~31 to <15 minutes/agent/day on reactive status handling (~2.4 hrs/agent/day freed for sales and collections). Elimination of reactive contact need: the client knows their status before asking. Reaching the client in their preferred channel (WhatsApp, Push, App) instead of waiting for them to open the app.
Key metrics
- WISMO rate: −50% status contacts (baseline: 54% with 5+ daily)
- Operational efficiency: <15 min/agent/day (baseline: ~31 min) −52%
- Time-to-sign: −15% from approval to contract signing
- Doc resolution without escalation: >60% re-upload without contacting promoter (baseline: ~0%)
- WA rate limit: max 2 messages/day/client
- Status endpoint latency: <200ms
Problem
Aviva clients experienced a 'Black Box' between credit application and disbursement. Survey of 102 promoters/managers (April–May 2026): 54% received 5+ daily contacts exclusively asking 'how's my application going?'; 85% reported friction at 'documents in review'; 83% at 'waiting for contract'; ~31 minutes/agent/day lost on status queries; 98% didn't have the information clients asked for. 75% spent 3+ minutes per client explaining status. Most repeated verbatim phrases: 'when will you send the contract?', 'when will you deposit?', 'I've been waiting X days with no response'. Dominant sentiment: time uncertainty, not just status uncertainty.
Research
Promoter/manager Wave 2 survey, n=102 (Apr–May 2026): 54% receives 5+ daily contacts about status only; 8% spends nearly all day on it (20+ contacts/day); 63% estimates >50% of their queries are about status/documents; 75% spends 3+ min/client on status; 24% loses >40% of their workday; ~31 min/agent/day estimated; 98% don't have the data clients ask for (most requested without answer: estimated contract date, 56%). Three confusion patterns on document rejection: where to re-upload, which photo failed, technical rejection reason.
Solution
Multi-channel proactive communication strategy: (1) In-app visual component — step tracker with timeline (Kiosk → Documents → Contract → Disbursement), contextual action buttons, and detail screen; (2) WhatsApp Business — transactional messages on each status change with direct deep link; (3) Push Notifications — triggers on critical changes. A single backend endpoint feeds all three channels. Cases: non-digital happy path (client receives WAs without opening app), action required (rejected doc, direct deep link to re-upload), anxious client (sees status in app without contacting support).
Learnings
1. The customer doesn't just want to know their status — they want to know when: the most repeated verbatim in the survey was about estimated times, not about process steps. Designing for time uncertainty is as important as designing for status uncertainty.
2. A single backend endpoint for three channels (app, WhatsApp, Push) is an architecture decision that enables omnichannel design: without that technical decision, all three channels would have been three separate projects with potential for inconsistent information.
3. The 98% of promoters without the data the customer needs is a product insight, not an operations insight: the problem wasn't that the team didn't want to help, it was that the system didn't give them the data. The solution wasn't to train the team — it was to give the customer visibility directly.
- The primary channel must be where the customer is, not where we want them to be: The in-app component was the first thing designed, but the data showed that the non-digitally native customer doesn't open the app proactively. WhatsApp — where the customer already is — became the primary channel of the system.
- One endpoint, triple reach: The architectural decision to build a single endpoint that feeds all three channels simultaneously was the project's biggest lever. It made it possible to justify the backend effort with tripled impact.
- WA templates are design constraints: WhatsApp Business messages must be approved by Meta as structured templates. This limits copy creativity but guarantees delivery. Designing within Meta's constraints is part of product work.
- Frontend at 95% is not 95% of the project: The in-app component had been 'almost ready' for weeks waiting for the backend endpoint. The remaining 5% is the backend, and it's what activates everything. Projects aren't completed in parallel — they're completed when the bottleneck is resolved.
Next steps
1. Measure reduction in reactive status contacts post-launch — the key metric is going from ~31 to <15 minutes/agent/day on status inquiries.
2. Expand the step tracker to the renewal flow — returning customers go through a similar process and currently face the same 'black box'.
3. Validate estimated contract date as a displayable data point in the app: it was the most-requested unanswered information (56% of promoters), and still depends on the legal team confirming it can be published.