Fortuna
complete redesign of PicPay’s experience
— with a set of global product guidelines —
complete redesign of PicPay’s experience
— with a set of global product guidelines —
company
PicPay
TAGS
Product Vision - App - b2c
Vision - App - b2c
Year
2022
Problem
Problem
Problem
Experience rot. As the company grew and split into business units, each one focused—understandably—on its own goals. What no one foresaw was the competition for user attention that would follow. Each team optimized in isolation, and no one was accountable for the overall user experience. The core value proposition? It was left unguarded—because no business unit owned it.
Experience rot. As the company grew and split into business units, each one focused—understandably—on its own goals. What no one foresaw was the competition for user attention that would follow. Each team optimized in isolation, and no one was accountable for the overall user experience. The core value proposition? It was left unguarded—because no business unit owned it.
Initiative
Initiative
Initiative
What started as a gut feeling quickly turned into hard evidence: the problem was real — and big. With Pix evolving fast and Open Finance gaining serious traction from the Central Bank, the landscape had shifted, and we weren't ready.
I met with the new CPO and shared the early, compelling findings. He shared my concern and excitement. We agreed we needed to frame the problem properly, and then, define a product vision to guide PicPay through the turbulence.
When he asked what I needed, I had one answer: Isabela Lima. A trusted partner and one of the sharpest researchers I know — with unmatched experience at PicPay. With her on board, we'd have what it takes to truly understand the problem.
What started as a gut feeling quickly turned into hard evidence: the problem was real — and big. With Pix evolving fast and Open Finance gaining serious traction from the Central Bank, the landscape had shifted, and we weren't ready.
I met with the new CPO and shared the early, compelling findings. He shared my concern and excitement. We agreed we needed to frame the problem properly, and then, define a product vision to guide PicPay through the turbulence.
When he asked what I needed, I had one answer: Isabela Lima. A trusted partner and one of the sharpest researchers I know — with unmatched experience at PicPay. With her on board, we'd have what it takes to truly understand the problem.
Reasoning and data about the problem was defined from 25+ existing surveys and analysis, behaviour data from the app usage and 36 qualitative interviews around Brazil.
Reasoning and data about the problem was defined from 25+ existing surveys and analysis, behaviour data from the app usage and 36 qualitative interviews around Brazil.
Reasoning and data about the problem was defined from 25+ existing surveys and analysis, behaviour data from the app usage and 36 qualitative interviews around Brazil.
Process and timeframe
Process and timeframe
Process and timeframe
Three months. One to understand the problem, one to craft the solution (prototype + product guidelines), and one to create a presentation compelling enough to move PicPay’s entire executive suite. Of course, reality wasn’t linear: those phases overlapped in a chaotic, fast-paced frenzy shared by a small and driven team.
The challenge was far from small: we needed to convince every director and C-level not only of the looming problem — backed by solid evidence — but that a team of just three people had reimagined and redesigned the entire experience to tackle it. And had suggestions on all company's roadmaps based on these findings and explorations. Qualitative user testings of our solution were really, really promising.
After the 4th (or maybe 7th) iteration, the CPO leaned back, smiled, and said: “You guys are ready. I’ll set up the meeting.”
Three months. One to understand the problem, one to craft the solution (prototype + product guidelines), and one to create a presentation compelling enough to move PicPay’s entire executive suite. Of course, reality wasn’t linear: those phases overlapped in a chaotic, fast-paced frenzy shared by a small and driven team.
The challenge was far from small: we needed to convince every director and C-level not only of the looming problem — backed by solid evidence — but that a team of just three people had reimagined and redesigned the entire experience to tackle it. And had suggestions on all company's roadmaps based on these findings and explorations. Qualitative user testings of our solution were really, really promising.
After the 4th (or maybe 7th) iteration, the CPO leaned back, smiled, and said: “You guys are ready. I’ll set up the meeting.”
Solution
Solution
Solution
It worked. Roadmaps got flipped, and we jumped in to help each BU figure out how to tackle the real problem without dropping their own balls. Wild. Fulfilling. A bit surreal.
It worked. Roadmaps got flipped, and we jumped in to help each BU figure out how to tackle the real problem without dropping their own balls. Wild. Fulfilling. A bit surreal.
R$ 140.000,00/Month saved
R$ 140.000,00/Month saved
by discontinuing teams / initiatives that were proven to be more harmful than good on the long term.
by discontinuing teams / initiatives that were proven to be more harmful than good on the long term.
+2k Employees impacted
+2k Employees impacted
100% adoption rom all BUs and product teams
100% adoption rom all BUs and product teams
14+ Roadmaps changed
14+ Roadmaps changed
and adapted to contemplate fortuna's strategy
and adapted to contemplate fortuna's strategy
4 new vision initiatives
4 new vision initiatives
based on fortuna started soon after initial implementation. Fortuna became a reference for over 240+ designers and PMs across PicPay.
based on fortuna started soon after initial implementation. Fortuna became a reference for over 240+ designers and PMs across PicPay.
These are just a few glimpses from the final deck. Can’t spill all the details here—but if you're curious, just ping me. I’d love to chat. :)
These are just a few glimpses from the final deck. Can’t spill all the details here—but if you're curious, just ping me. I’d love to chat.
Special thx to Isabela, Bernardo, Luiz Felipe and Acácio.
