We conducted market research to understand the financial reality of Brazilians. Then, we used a CSD matrix to map out the current scenario, as well as the doubts and assumptions that needed to be validated. To define priorities in the discovery phase, we ran an Impact vs. Knowledge matrix exercise.

Based on that, I created an initial survey to identify our product’s potential audience. With the collected data, we reached out to some of the respondents for in-depth interviews, aiming to better understand their financial habits and daily experiences.

With the research results in hand, we had a much clearer understanding of our target audience, which allowed us to move forward with persona development. I identified two predominant user profiles from the survey responses and defined their financial habits, goals, pain points, and potential solutions. Based on these personas, I mapped out each user’s current journey (without the product) and the ideal journey with our proposed solution. This process helped us build more effective user flows and define features that addressed real problems already identified in the research.

At this stage, we conducted a group workshop using the Impact vs. Effort matrix. The goal was to define which features would be included in our app and how they would be delivered to users — in other words, identifying the essential screens and the best way to structure the user flows to access them effectively.

Based on the research findings and team alignments, I moved on to creating low-fidelity wireframes. The goal was to map out the ideal user flow within the app and define which information was most relevant on each screen. Together with another team member, we decided which services should be prioritized and used that to build the initial structure of the app. In the end, we conducted our first usability test to validate both the flows and core functionalities.

With the brand identity and key concepts we wanted to convey — modernity, technology, finance, and simplicity — I defined the brand colors and designed the main components of the style guide, including colors, buttons, typography, images, icons, and more. I made extensive use of Auto Layout and Atomic Design principles, which allowed us to build screens with greater speed and consistency during the UI phase.

After defining the style guide and analyzing the results from our first usability test, I moved on to creating the high-fidelity prototypes. I made adjustments to improve some pain points in the user flow that were identified in the initial testing and built an interactive prototype. Once finalized, I created the project documentation, highlighting each screen’s flow and key information for the development team.

With the interactive prototype ready, I conducted a second usability test to validate the final version of the screens.

Once the UI design phase was completed, we defined the metrics we would use to evaluate the success of the solution. To do this, we planned to measure the product’s NPS (Net Promoter Score) and adapted the HEART framework to fit our project.

This allowed us to track:

• Happiness and user satisfaction while using the product

• Engagement, to see how users interacted with the app and whether key features were being used

• Adoption, to understand how many users would start using our solution (linked to growth rate)

• Retention, measuring whether users would remain active and continue using the app over time

• Task success rate and time on task, to evaluate how efficiently users completed their goals