The challenge
Many new users didn’t qualify for a loan on day one, but still needed a clear path to access it. Marketing campaigns created interest — but the product couldn’t follow through
My approach
/ I designed a clear goal: complete 30 trips to unlock the loan.
/ A live progress tracker in the loan section
/ Areward screens with pre-filled bonuses
/ Consistent messaging with no overpromises
I used the endowed progress effect — a cognitive bias where users are more likely to finish a task if they feel it’s already started
(promo)
Impact
The new challenge flow helped users stay longer and earn more — retention after 50 rides grew by 43%, and average revenue per user went up by 145%.
It worked — and now we’re scaling it.
Visible progress for rides boosted completions for new users. We’re now testing the same idea to bring inactive drivers back
Complete 30 trips —
unlock a loan
A task-based entry point for new users: complete trips to unlock loan access — no false promises
Project overview
To make the loan product more accessible, I designed a challenge-based flow for new users in Mexico. Instead of showing a loan upfront, we guide users toward it — by asking them to complete 30 trips
What I worked on
I created the flow logic, UI, progress tracking, and reward screens. It’s now reused across multiple cities
Complete 30 trips —
unlock a loan
A task-based entry point for new users: complete trips to unlock loan access — no false promises
Project overview
To make the loan product more accessible, I designed a challenge-based flow for new users in Mexico. Instead of showing a loan upfront, we guide users toward it — by asking them to complete 30 trips
What I worked on
I created the flow logic, UI, progress tracking, and reward screens. It’s now reused across multiple cities
The challenge
Many new users didn’t qualify for a loan on day one, but still needed a clear path to access it. Marketing campaigns created interest — but the product couldn’t follow through
My approach
/ I designed a clear goal: complete 30 trips to unlock the loan.
/ A live progress tracker in the loan section
/ Areward screens with pre-filled bonuses
/ Consistent messaging with no overpromises
I used the endowed progress effect — a cognitive bias where users are more likely to finish a task if they feel it’s already started
Impact
The new challenge flow helped users stay longer and earn more — retention after 50 rides grew by 43%, and average revenue per user went up by 145%.
It worked — and now we’re scaling it.
Visible progress for rides boosted completions for new users. We’re now testing the same idea to bring inactive drivers back