Credit Card
Own credit card focused on the cashback experience.
Company
Méliuz
Timeline
Q1 2022 - Q1 2023
My role
Product Designer
Skills
My role
Product Definition
I participated in discovery and planning sessions with stakeholders to align the needs of the business and users. We defined priorities, clear goals, and the requirements for launching the MVP.
User Experience and Design System
I was responsible for mapping journeys and flows, structuring the information architecture, and creating the visual design of the screens. I also collaborated on the evolution of Design System components, ensuring consistency and scalability.
Main deliveries
Requirements gathering, research, defining user journey and flow, navigable prototypes, and usability testing to validate the experience.
Context
Problem
The company already had a co-branded cashback card, managed by a partner app — which resulted in confusion, little control, and user dissatisfaction. To address these issues and enhance its presence in the financial market, the opportunity arose to launch its own credit card, with a fully integrated experience.
Project
The process:
Discover
Define
Develop
Test
Deliver
Feature Opportunities
Quantitative and Qualitative Research
Evaluate the relevance and priorities of the features for the launch of the card, considering the scores of importance and user satisfaction.
Market Discovery
Quantitative, Qualitative, and Benchmarking Research
Identify the audience, value points, and opportunities, as well as assist in the decision of features, aligning them with the needs of the business.
Other Insights:
Competitiveness
Having a higher limit was the main reason to seek a second card.
Principality
Offering attractive and differentiated benefits encourages the user to have only one card.
Experience
The convenience of tracking and the cashback experience in a single application was seen as very important.
Wireframe
We use wireframes as an essential communication tool, bringing clarity and tangibility to product decisions. In this stage, we validate assumptions and discuss the strategy for each feature.
Design System
The Design System was essential for speeding up design and development, ensuring visual and experiential consistency throughout the app. In addition, it contributed to the scalability of the product and accelerated the delivery of the MVP.
Tests and validations
Usability testing was essential to validate, identify improvements, and ensure a more efficient and satisfactory experience, reducing rework and anticipating possible friction in the experience.
Created in partnership with Mastercard, the card stores data virtually, allowing immediate access after requesting it in the app. In addition, the physical card does not display printed data, providing added security.
The unlocking of the physical card is done by scanning a QR Code printed on the back of each card.
I participated in the ideation process of the card design and collaborated in finalizing the welcome kit, ensuring an experience aligned with the product's proposal from the user's first contact.
In addition to the usability test data, we analyzed indicators from the product journey to identify opportunities and propose continuous improvements.
With the monitoring of the Onboarding flow via Amplitude, we identified a 20% drop-off at the step of defining the card name.
Result
We replaced the input field with a selection screen, allowing the user to proceed with just one click, without the need to type right from the start, achieving a 0% drop-off.
Thinking about the business impact,
the improvement represented in the month:
~ 8.7k more users going through this step in the flow
~ +5K accounts and cards created this month
Learnings
and Insights
The importance of discovery
The initial research is fundamental to the success of the project, ensuring strategic grounding from the very beginning. Having predefined data expedited the discovery process, allowing for a quicker understanding of the problem and facilitating more accurate decisions in design.
Knowing how to deal with technical limitations