B2B Client @ Serasa Experian - Mapping Integrated Digital Experience
The challenge
At Serasa, one of our main challenges was to transition from a highly human-dependent B2B experience to a more digitized, self-service-oriented solution. While we already had multiple digital tools and systems in place, the technical complexity lay in integrating them into a single, cohesive experience.
The goal of this project I lead was to connect various existing solutions into a unified digital journey that would reduce the dependency on human interaction — particularly in sales and support processes — and provide a more seamless experience for our clients. To make this possible, we needed to align a broad range of internal stakeholders, including sales teams, customer support, technology, data platforms, login systems, and more.
process
A key part of the project involved understanding what products and systems already existed within the company, especially considering Serasa’s growth through mergers and acquisitions, which had resulted in multiple overlapping solutions for similar functions. We also needed to identify which systems were missing, who was responsible for them, and what technical, legal, or operational constraints existed that could impact the proposed integrated solution.
To tackle this, we conducted a series of service design workshops with leadership across different departments and directorates. The workshops helped us gather information about:
Existing systems and how they worked
Technical constraints and dependencies
Concerns related to security, compliance, and legal requirements
Gaps in the journey from the perspective of the end customer, clients and users perspectives of who interacts with our services
Key Deliverables
The result was a comprehensive blueprint of the current ecosystem that no team had previously consolidated — a complete view of how internal systems connected (or didn’t connect) from an end-user standpoint.
Blueprint AS-IS and TO-BE: Full visualization of the current state and ideal future state of the B2B client experience
Detailed mapping of 51 systems, categorized by step and status
Identification of 70 zones of concern and 61 attention points, based on participant feedback
Analysis of main doubts and pain points across three core areas:
Product and offer management
Client identification and automation
Data treatment and storage
results
This clarity allowed us to accelerate the project. While internal alignment had previously been slow and fragmented, in just one week we conducted nine high-level sessions. What had previously taken months to piece together individually was resolved and mapped out in under two weeks.
By applying service design methodologies, such as customer journey mapping, we were able to surface and prioritize the key value points that needed to be addressed. This initiative brought structure, speed, and visibility to a strategic transformation effort and laid the groundwork for the development of a truly integrated B2B experience at Serasa.
Strategic Impact overview
Enabled leadership alignment on critical client experience frictions
Highlighted system bottlenecks and interdepartmental dependencies
Supported the definition of priorities for the B2B 2.0 roadmap
Provided a data-driven foundation for business and product decisions
Fostered collaboration across 20+ different teams and 35 unique contributors
Project Team
Core: Paula Castro e Tainá Fabro | Sessions support: Lilian Souza e Pamela Samezino