PicPay | Credit Card Acquisition
UX | UI
Art Direction
Design System
PicPay is a Brazilian financial services platform that brings together solutions like a digital account, payments, cards, credit, investments, and insurance in a single app. In this project, I investigated the factors leading to drop-off in the credit card application journey and defined improvements to make the experience smoother and increase conversion.
My role
Business analysis to identify challenges in credit card acquisition;
Competitor research to map market opportunities and best practices;
Information architecture structuring to organize journey flows and content;
Interface design focused on clarity, usability, and conversion;
Design System creation to ensure visual consistency and scalability;
Art direction for social media campaigns aimed at lead acquisition and conversion growth.
UX | UI
Optimizing the credit card application flow was essential to making the user experience smoother and more efficient. Based on analysis and testing, I worked closely with the business team to implement strategic changes that reduced friction and improved the overall experience.
Increase in Conversion Rate
68%
92%
Key changes:
A more compelling headline on the main banner, highlighting key numbers;
Removal of a repeated opt-in step;
Displaying the pre-approved card as early as the second step, to encourage users to stay in the flow;
Removal of one step, merging it into the pre-approved card screen;
Improvements to the address step, with auto-fill based on the ZIP code (CEP).
In addition to the unified page, where we present all the cards, we decided to create specific pages for each card to make paid media targeting more effective. With this improvement, a user who clicks on a Black card banner is taken directly to the Black card page, making the experience more coherent and seamless.
This strategy also affects media cost, since platforms tend to prioritize pages that are more relevant to Google/Microsoft keywords.
Social media
The user acquisition strategy for a credit card product depends on an efficient promotion approach. In this context, paid media plays a key role in generating qualified leads, expanding the brand's reach, and encouraging new applications. I was responsible for image curation, editing, and treatment, as well as layout composition and alignment with the brand guidelines.
Design system
I was responsible for creating the design system to streamline collaboration and delivery between the design and development teams. I analyzed how key elements (buttons, text fields, color palette, etc.) were applied across PicPay's existing experiences, building a repository that helped me identify patterns, reorganize and recreate them following best usability practices for the new experience.
Benefits and results
All teams use the same components and guidelines;
Standardized elements eliminate the need to design from scratch, speeding up delivery;
Designers and developers speak the same language, reducing errors and unnecessary adjustments;
Makes it easier to scale the product without compromising visual identity or user experience;
Use of auto layout and components in the Figma library to reduce inconsistencies and improve scalability.
Tokens
Font family
Inter
Components
