Financial services
Redesigning the instant payments area of a digital bank
How customer service data replaced direct user research and guided a new home screen for Pix, Brazil's instant payment system.
Context
The digital bank of a large Brazilian retail group offered accounts, cards, loans and Pix in its mobile app. I worked in the squad responsible for the Pix area, balancing mandatory Central Bank requirements with improvements to the experience.
Challenge
Reaching customers for research was close to impossible, and no flow in the app was instrumented. Priorities came mostly from intuition, and a feature built that way had been discontinued after months of work.
What I did
- Turned the monthly contact center spreadsheet into a recurring Voice of the Customer report, tracking complaint categories over time instead of isolated totals.
- Used those findings to argue design decisions and help the product manager prioritise the backlog.
- Built a discovery framework with the design and product team: customer pain points, a benchmark of six competitors, and collaborative sessions with engineers and QA from the start.
- Redesigned the Pix home: a carousel that hid most options became a vertical list grouped by action, and the main Pix key moved to the home screen for easy sharing.
Outcome
The new home was the first change the team based on its own research. The report became a working tool for design and product, moving backlog decisions from intuition towards evidence.