2025
How I launched a credit product in record time and generated a projected return of $23 million
My role
UX Lead and Content Designer
Team
Designers, PO, PM, developers, directors, and external vendors
Company
Vivo Pay, a fintech born within Brazil's biggest telecom
CHALLENGE
PROCESS
At Vivo Pay, we faced the challenge of launching a new credit product for classes C and D in just 4 months. Acting as UX Lead, I led processes, interpreted research data, and ensured usability and accessibility while balancing business demands within an unstable scope.
Given the deadline, I prioritised rapid alignment and delivery. I proposed desk research and benchmarking to quickly understand the context, a 3-day Design Sprint because we already had the product idea, Figma's AI for rapid prototyping and usability tests to validation.
SOLUTION
IMPACT
We delivered a simpler, clearer journey comparing to our previous credit product by reducing registration steps, adding a feedback screen for system status visibility, including interest rate details to enhance transparency, and differentiating error to help users recover from failures.
From zero to one in just 4 months, we created a 42% faster borrowing journey, boosted user confidence with clear feedbacks, and reduced abandonment with clearer error messages, with estimated return of 125 million BRL. For this, I earned a Design Lead nomination.
Context
The design team faced the challenge of launching a credit product within a short timeframe, capable of generating revenue in a highly competitive market. The solution should meet the needs of classes C and D, a target audience that uses credit primarily to pay off debts and values transparent interest rates and simple journeys. We balanced business demands with usability and accessibility needs, even with an ever changing project scope and technical requirements. For the project’s success, my role was essential: I proposed and led design processes, interpreted research data to inform decisions, and facilitated technical alignments.
Product
New payroll-deduction loan
Timeline
4 months
Users
Brazilian classes C and D
Situation
Pressure and few definitions
Detailed process
Due to our challenging deadline, the design team quickly aligned with meetings, desk research and benchmarking . To faster create a prototype, I proposed an Design Sprint, using our design system and content guide to create the interface and Figma's AI for rapid prototyping to test. The project faced frequent changes in scope and my role was to ensure that decisions remained user-centered.
1. Desk research
To review previous studies on the audience, understand credit regulations, and ensure the design team team was aligned with the project.
2. Benchmarking
To analyse competitor interfaces, identify strengths and weaknesses, and gain visual and content inspiration.
3. Adapted Design Sprint
Proposed due to tight deadlines, the need for a quick prototype, and the collaborative nature of the methodology. It involved decision-makers, product and development experts, and combined Design Sprint tools with Lean Inception techniques. This was appropriate because we already had a product idea and needed to define the MVP.
4. Iteration
Necessary to revisit decisions from the Sprint as product requirements changed, enabling continuous adjustments.
Solution
After weeks of iterations, we delivered a simpler and clearer journey compared to our previous credit product. We also designed a landing page, highlighting the product benefits.
Differentiated error scenarios
To help users recover from failures
Included interest rate details
To make the process more transparent and trustworthy
Reduced the registration step
By grouping information and removing unnecessary screens
Added a final feedback screen
To address the heuristic of system status visibility
Results
We reduced the registration step by 42% compared to our previous credit product, increased user confidence with clear feedbacks, and minimised abandonment risks with clearer error messages, creating a product that can generate 125 million BRL in one year, achieved with 0.05% of Vivo’s CLT customer base contracting the product. After the launch, plans were made to monitor conversion rates and improve accessibility. I was recognised for maintaining best design practices under pressure, which led to my nomination for a Design Lead role.
-42%
Registration step time
Increased user confidence
With clear feedbacks
Minimised abandonment
With clear error messages
+$23 million
Renevue potencial in 1 year
This project enhanced my leadership skills and ability to deliver user-centred products in challenging scenarios. In the future, I would involve the design team in product definitions early and conduct user interviews to validate hypotheses and guide decisions more precisely.
-42%
Registration step time
Increased user confidence
With clear feedbacks
Minimised abandonment
With clear error messages
+$23 million
Renevue potencial in 1 year
This project enhanced my leadership skills and ability to deliver user-centred products in challenging scenarios. In the future, I would involve the design team in product definitions early and conduct user interviews to validate hypotheses and guide decisions more precisely.
Special thanks to Alberto and Sabrina
that made everything easier.
Looking to strengthen your team with a designer who facilitates processes and delivers results?