UI / UX Design
PicPay - New Contextual Website Experience
I designed PicPay's AI Website strategy: transforming abstract data into the perfect financial product recommendation. (2-month deadline).
Year :
2025
Industry :
Finance
Client :
PicPay
Project Duration :
12 weeks
Problem :
My work began when PicPay, a leading digital wallet and financial services provider, approached my team and me with a critical challenge: their existing website was underperforming. It lacked the necessary user relevance and was not functioning as the conversion machine required for their ambitious growth goals. The core problem was generic content—a one-size-fits-all approach that failed to address the diverse needs of their massive user base. The mandate was clear, high-stakes, and aggressive: I needed to design a new, high-converting, and contextually-relevant website strategy within a two-month deadline. This required an immediate and profound shift in their digital strategy.
Solution :
The solution I conceptualized and led was a radical overhaul of the content strategy and technology integration: a responsive, hyper-personalized website driven by Generative Artificial Intelligence (AI).
I was responsible for the strategy and design of the user experience for the new PicPay website.
My goal was to create an experience where the website content — texts, images, and product highlights — dynamically adjusted in real time, considering the specific needs of each user and their "JTBD" (Job To Be Done). Instead of showing the same generic offers to everyone, my strategy was to create a digital fingerprint for each visitor, ensuring they saw the most relevant financial product and its most attractive attributes, considering only their context.
Challenge :
My process started with defining the site's strategy based on the client's critical business challenges. I conducted a deep dive into PicPay’s core business. By analyzing which products drove the highest engagement among these primary users, I was able to define the "entry-point" products for new customers.
This discovery phase was crucial for understanding the fundamental user motivation: people seek financial products not as an end in itself, but as a means to solve a specific, often fundamental, task. If the perceived value of that task is not greater than the bank's interest rates, the user gives up. My realization was: access to money is not the final goal. This strategic perspective became the bedrock for distinguishing their financial products.
The Inciting Incident
During the initial phase of product-pathway design, we hit a significant unexpected roadblock. Our hypothesis was that grouping products by type (e.g., all Loans together) would simplify navigation. However, the data gathered from existing user behavior, cross-referenced with my market expertise, revealed a deep-seated truth: the vast majority of users lacked the financial maturity to accurately distinguish the nuanced pros and cons of complex products like personal loans vs. payroll loans vs. FGTS-backed loans. They knew they needed "money," but not which product was optimal for their financial moment and goal. The initial, logical product hierarchy was actually creating choice paralysis and increasing drop-off. This forced an immediate pivot. I had to redefine the entire information architecture, shifting from a Product-Centric path to a Context-Driven Goal-Centric path.
My solution was to design complex product paths. For example, instead of immediately showing four types of loans, the user journey was designed to first capture their intent and context (e.g., "Why do you need the money? What is your current financial profile?"). This allowed the AI to dynamically present the most advantageous product, emphasizing the attributes most important to that specific user. We transformed a complex choice, fraught with a lack of financial knowledge, into a simplified and guided journey, where the ideal reward became a natural conclusion. The user's answer became the sole guide, reducing their complex choice to just one high-confidence option.
Result :
The successful design and implementation of the hyper-personalized website architecture was delivered on time and is currently in the final stages of development and A/B testing roll-out. While we await the definitive, long-term impact metrics, the strategic shift we engineered is poised to significantly and positively affect several critical KPIs:
Improved Conversion Rate (CR): By eliminating choice paralysis and presenting contextually-perfect product offers, we expect a dramatic increase in the conversion rate from visitor to lead, and from lead to activated customer.
Reduced Cost Per Acquisition (CPA): The hyper-relevance of the landing pages is anticipated to improve Quality Scores in paid media campaigns, leading to more efficient spend and a lower cost per acquisition for new customers.
Increased Product Penetration / Cross-Sell Rate: For existing customers who visit the site, the personalized trails will effectively guide them to the next most valuable product in their financial journey, thereby increasing product adoption and customer value.
Reduced Bounce Rate: By ensuring the content on the initial page view immediately matches the user's intent and context, we project a significant decrease in the number of visitors who immediately abandon the site.
Better Customer Principality: By clearly articulating the "why"—showing how PicPay's products solve their specific, often fundamental, financial task—we expect to strengthen customer loyalty and accelerate the rate at which users make PicPay their principal financial institution.
My design positioned the website not just as a marketing tool, but as a core strategic asset for Customer Experience (CX) and personalized product distribution, which will drive measurable long-term business growth.
More Projects
UI / UX Design
PicPay - New Contextual Website Experience
I designed PicPay's AI Website strategy: transforming abstract data into the perfect financial product recommendation. (2-month deadline).
Year :
2025
Industry :
Finance
Client :
PicPay
Project Duration :
12 weeks
Problem :
My work began when PicPay, a leading digital wallet and financial services provider, approached my team and me with a critical challenge: their existing website was underperforming. It lacked the necessary user relevance and was not functioning as the conversion machine required for their ambitious growth goals. The core problem was generic content—a one-size-fits-all approach that failed to address the diverse needs of their massive user base. The mandate was clear, high-stakes, and aggressive: I needed to design a new, high-converting, and contextually-relevant website strategy within a two-month deadline. This required an immediate and profound shift in their digital strategy.
Solution :
The solution I conceptualized and led was a radical overhaul of the content strategy and technology integration: a responsive, hyper-personalized website driven by Generative Artificial Intelligence (AI).
I was responsible for the strategy and design of the user experience for the new PicPay website.
My goal was to create an experience where the website content — texts, images, and product highlights — dynamically adjusted in real time, considering the specific needs of each user and their "JTBD" (Job To Be Done). Instead of showing the same generic offers to everyone, my strategy was to create a digital fingerprint for each visitor, ensuring they saw the most relevant financial product and its most attractive attributes, considering only their context.
Challenge :
My process started with defining the site's strategy based on the client's critical business challenges. I conducted a deep dive into PicPay’s core business. By analyzing which products drove the highest engagement among these primary users, I was able to define the "entry-point" products for new customers.
This discovery phase was crucial for understanding the fundamental user motivation: people seek financial products not as an end in itself, but as a means to solve a specific, often fundamental, task. If the perceived value of that task is not greater than the bank's interest rates, the user gives up. My realization was: access to money is not the final goal. This strategic perspective became the bedrock for distinguishing their financial products.
The Inciting Incident
During the initial phase of product-pathway design, we hit a significant unexpected roadblock. Our hypothesis was that grouping products by type (e.g., all Loans together) would simplify navigation. However, the data gathered from existing user behavior, cross-referenced with my market expertise, revealed a deep-seated truth: the vast majority of users lacked the financial maturity to accurately distinguish the nuanced pros and cons of complex products like personal loans vs. payroll loans vs. FGTS-backed loans. They knew they needed "money," but not which product was optimal for their financial moment and goal. The initial, logical product hierarchy was actually creating choice paralysis and increasing drop-off. This forced an immediate pivot. I had to redefine the entire information architecture, shifting from a Product-Centric path to a Context-Driven Goal-Centric path.
My solution was to design complex product paths. For example, instead of immediately showing four types of loans, the user journey was designed to first capture their intent and context (e.g., "Why do you need the money? What is your current financial profile?"). This allowed the AI to dynamically present the most advantageous product, emphasizing the attributes most important to that specific user. We transformed a complex choice, fraught with a lack of financial knowledge, into a simplified and guided journey, where the ideal reward became a natural conclusion. The user's answer became the sole guide, reducing their complex choice to just one high-confidence option.
Result :
The successful design and implementation of the hyper-personalized website architecture was delivered on time and is currently in the final stages of development and A/B testing roll-out. While we await the definitive, long-term impact metrics, the strategic shift we engineered is poised to significantly and positively affect several critical KPIs:
Improved Conversion Rate (CR): By eliminating choice paralysis and presenting contextually-perfect product offers, we expect a dramatic increase in the conversion rate from visitor to lead, and from lead to activated customer.
Reduced Cost Per Acquisition (CPA): The hyper-relevance of the landing pages is anticipated to improve Quality Scores in paid media campaigns, leading to more efficient spend and a lower cost per acquisition for new customers.
Increased Product Penetration / Cross-Sell Rate: For existing customers who visit the site, the personalized trails will effectively guide them to the next most valuable product in their financial journey, thereby increasing product adoption and customer value.
Reduced Bounce Rate: By ensuring the content on the initial page view immediately matches the user's intent and context, we project a significant decrease in the number of visitors who immediately abandon the site.
Better Customer Principality: By clearly articulating the "why"—showing how PicPay's products solve their specific, often fundamental, financial task—we expect to strengthen customer loyalty and accelerate the rate at which users make PicPay their principal financial institution.
My design positioned the website not just as a marketing tool, but as a core strategic asset for Customer Experience (CX) and personalized product distribution, which will drive measurable long-term business growth.
More Projects
UI / UX Design
PicPay - New Contextual Website Experience
I designed PicPay's AI Website strategy: transforming abstract data into the perfect financial product recommendation. (2-month deadline).
Year :
2025
Industry :
Finance
Client :
PicPay
Project Duration :
12 weeks
Problem :
My work began when PicPay, a leading digital wallet and financial services provider, approached my team and me with a critical challenge: their existing website was underperforming. It lacked the necessary user relevance and was not functioning as the conversion machine required for their ambitious growth goals. The core problem was generic content—a one-size-fits-all approach that failed to address the diverse needs of their massive user base. The mandate was clear, high-stakes, and aggressive: I needed to design a new, high-converting, and contextually-relevant website strategy within a two-month deadline. This required an immediate and profound shift in their digital strategy.
Solution :
The solution I conceptualized and led was a radical overhaul of the content strategy and technology integration: a responsive, hyper-personalized website driven by Generative Artificial Intelligence (AI).
I was responsible for the strategy and design of the user experience for the new PicPay website.
My goal was to create an experience where the website content — texts, images, and product highlights — dynamically adjusted in real time, considering the specific needs of each user and their "JTBD" (Job To Be Done). Instead of showing the same generic offers to everyone, my strategy was to create a digital fingerprint for each visitor, ensuring they saw the most relevant financial product and its most attractive attributes, considering only their context.
Challenge :
My process started with defining the site's strategy based on the client's critical business challenges. I conducted a deep dive into PicPay’s core business. By analyzing which products drove the highest engagement among these primary users, I was able to define the "entry-point" products for new customers.
This discovery phase was crucial for understanding the fundamental user motivation: people seek financial products not as an end in itself, but as a means to solve a specific, often fundamental, task. If the perceived value of that task is not greater than the bank's interest rates, the user gives up. My realization was: access to money is not the final goal. This strategic perspective became the bedrock for distinguishing their financial products.
The Inciting Incident
During the initial phase of product-pathway design, we hit a significant unexpected roadblock. Our hypothesis was that grouping products by type (e.g., all Loans together) would simplify navigation. However, the data gathered from existing user behavior, cross-referenced with my market expertise, revealed a deep-seated truth: the vast majority of users lacked the financial maturity to accurately distinguish the nuanced pros and cons of complex products like personal loans vs. payroll loans vs. FGTS-backed loans. They knew they needed "money," but not which product was optimal for their financial moment and goal. The initial, logical product hierarchy was actually creating choice paralysis and increasing drop-off. This forced an immediate pivot. I had to redefine the entire information architecture, shifting from a Product-Centric path to a Context-Driven Goal-Centric path.
My solution was to design complex product paths. For example, instead of immediately showing four types of loans, the user journey was designed to first capture their intent and context (e.g., "Why do you need the money? What is your current financial profile?"). This allowed the AI to dynamically present the most advantageous product, emphasizing the attributes most important to that specific user. We transformed a complex choice, fraught with a lack of financial knowledge, into a simplified and guided journey, where the ideal reward became a natural conclusion. The user's answer became the sole guide, reducing their complex choice to just one high-confidence option.
Result :
The successful design and implementation of the hyper-personalized website architecture was delivered on time and is currently in the final stages of development and A/B testing roll-out. While we await the definitive, long-term impact metrics, the strategic shift we engineered is poised to significantly and positively affect several critical KPIs:
Improved Conversion Rate (CR): By eliminating choice paralysis and presenting contextually-perfect product offers, we expect a dramatic increase in the conversion rate from visitor to lead, and from lead to activated customer.
Reduced Cost Per Acquisition (CPA): The hyper-relevance of the landing pages is anticipated to improve Quality Scores in paid media campaigns, leading to more efficient spend and a lower cost per acquisition for new customers.
Increased Product Penetration / Cross-Sell Rate: For existing customers who visit the site, the personalized trails will effectively guide them to the next most valuable product in their financial journey, thereby increasing product adoption and customer value.
Reduced Bounce Rate: By ensuring the content on the initial page view immediately matches the user's intent and context, we project a significant decrease in the number of visitors who immediately abandon the site.
Better Customer Principality: By clearly articulating the "why"—showing how PicPay's products solve their specific, often fundamental, financial task—we expect to strengthen customer loyalty and accelerate the rate at which users make PicPay their principal financial institution.
My design positioned the website not just as a marketing tool, but as a core strategic asset for Customer Experience (CX) and personalized product distribution, which will drive measurable long-term business growth.