2024-2026
What we did
• Building and empowering a high-performing team of Product Designers
• Expanding portfolio from classic fixed and variable income assets to innovative financial products
• Product vision and implementation
• Implementation Open Finance Tech and experience
Outcomes
Increase AuC through the full calendar year
Gross inflows driven by the app through the full calendar year
Lift in investments account creation two months after new onbording
Growth in customer base in the full calendar year
Overview
PicPay was founded in 2012 as a peer to peer digital wallet (before PIX even existed) and after the fusion with Original Bank (in 2021), the next step was to consolidate itself as a multi product digital bank. As its design manager of record, we took on the challenge of creating the digital banking industry’s best investment experience.
We built and empowered a lean team of product designers to implement PicPay's new design system contextualized for the investments journey, testing and developing team components that were shared with other user journeys across PicPay's ecosystem.
Concomitantly we helped to envision a multi-year product roadmap that included a expansion of investment portfolio offered by the platform, from Variable income to IRAs and other innovative/exclusive financial assets. Portfolio expansion have shown a growth in average product custody per client, which has direct impact on user's lifetime cycle.
To become customer's primary banking service provider we created an investment aggregator that lets users track external investments directly inside the app by integrating with Brazil's Open Finance system. Fed with user finacial data we were able to give insights over user's portfólios and offering better investments options tailored to customer’s actual wealth and risk profile.
Propelled by its tech-forward reputation, PicPay launched an IPO in 2025.
Awards & Recognition
Funcionalidade do PicPay mostra investimentos de outras instituições no mesmo aplicativo. Read More
PicPay faz seu IPO nos EUA, o primeiro de uma empresa brasileira desde 2021. Read More
Key takeaways
1. Implementing a new Design System
2. Increasing conversion through design
3. Expanding portfolio
4. Open Finance
Among the updates we led is a new design-forward investment journey—leveraging inspiration from out-of-category experiences users are already familiar with—optimized to be mobile-first. Our engineering team helped bring this vision to life, building net-new experiences for specific product categories and enhancing key steps in the core investments and portfolio management journey. The result is a cohesive flow for consumers, whom have come to expect a delightful, user-centric experience.
A new design system helped to create a shared design language across PicPay. The system offered a library of predefined, reusable components that meant designers and developers spent less time building from scratch. The design system accelerated the pace of their work and enhanced consistency platform-wide, meaning new products and features could be more easily added and adjusted throughout the company’s evolution.
Implementation of the new design system leveraged conversion across investment funnels, as to mention we've reached a 42% lift in CBDs (Bank Deposit Certificates) investments compared to the old flow.
The design system also provided a foundation for the expansion of financial products & services portfolio, complementing the core investments business. Expanding on existing technical infrastructure, we implemented new flows to help customers easily get their first investment, first optimizing suitability and account creation flows , and then rolling them out financial product categories that suited their investment profile and goals. These new flows and interfaces lifted conversion and sales .
Combo offer
These new products and features aren’t simply about reacting to market needs—they’re key steps that prepare the company for the future. We partnered with leadership to help envision a multi-year product roadmap that included a expansion of investment portfolio offered by the platform, from classic categories to new exclusive assets, setting the foundation for more ambitious goals.
One of our major challenges was to built a broker from scratch. Brazilian Stock market assets were top 1 in investor's requests and with the company's IPO approaching we had little time to conceptualize and deploy the whole journey. Even though we were able to test with real users getting up to 100% task success and clarity / effort level above 4,5 (out of 5) as results before launching.
Every product made available through the app was strategically selected and prioritized according to business impact and user feedback. Through the full calendar year we were able to launch IRAs, Third part fixed income, funds, variable income and innovative CBDs (Bank Deposit Certificates) such as CDB combo and CDB staggered.
Portfolio expansion have shown a growth in average product custody per client, which has direct impact on user's lifetime cycle.
Brazil's Open Finance system is the world's largest open banking ecosystem. Launched by the Banco Central do Brasil in 2019–2020 under the BCB's agenda, it lets users securely share financial data and initiate payments across more than 800 regulated institutions.
As core strategy at time was to become customer's primary banking service provider, we've dived into integrating PicPay's infrastructure with BCB Open finance API's, from modeling data and servers to develop meaningful features that end users could benefit the most.
First we created an investment aggregator that lets users track external funds, stocks, and fixed-income assets from other brokerages directly inside the app. By letting users consolidate and view external investments and balances in one place, we've helped PicPay increases user engagement, cross-sells native financial products, and captures a larger share of wallet.
Sharing investment and balance data gave PicPay a full picture of a user's net worth and financial habits, which allowed us to take a step further by giving insights over user's portfólios and offering better investments options tailored to customer’s actual wealth and risk profile.
By doing so we opened the path for future features and AI systems that could bring and leverage financial consultancy for the ordinary investor, a service that only high income assessored investors once had.