Cofrinho Méliuz
Saving money has become easier.
Company
Méliuz
Timeline
Q1 2024 - Q3 2024
My role
Product Designer
Skills
My role
From the concept to the product definition
Designer responsible from conception to the launch of the feature. In partnership with the PM and the engineering team, we understand the technical requirements and limitations.
Definition of experience and tests
I actively participated in all stages of delivery: I mapped the feature's flow, designed the wireframes, refined the final screens, and conducted usability tests. This approach helped validate the concept with users and improve the solution from the start.
Context
Problem
Despite the difference in yield, we knew that competition with other banks would be strong, as many offer investments in CDB. The big challenge was to clearly and transparently highlight our differentiators, especially for our users who value simplicity and are not familiar with investments.
Project
User
centered experience
From a research focused on identifying personas that have a greater affinity for the product, we mapped out behavior patterns and engagement opportunities with our user base.
We identified that more than 45% of users were already saving the cashback earned to see it grow.
This data was essential in guiding the creation of the Cofrinho, reinforcing the idea of a simple, accessible product that connects to what users were already doing intuitively.
Other Insights:
Cashback seen
as "extra money"
Many users see cashback as "extra money," ideal for saving.
The relationship with money tends to be emotional, not rational.
Concrete goals (travel, renovation, reservation) work as motivators.
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.
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.
Personas e suas necessidades
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.
In a simple way and with a few steps, the user sets a goal, chooses a name, the amount they want to save, and that's it: the piggy bank is created.
A Cofrinho for every goal
Whether it's for an emergency fund, a trip, a dream, studies, or even a home renovation — there's always a piggy bank for each goal.
We created a simple flow with a few clicks so that the redeemed cashback can be automatically directed to an exclusive Piggy Bank.
Elite Project Highlight 2024
The Cofrinho was recognized as an Elite Project, a category that awards the best project of the year, announced at the company's in-person event in January 2025.
This achievement was only possible thanks to the collaboration between different teams, resulting in significant impacts that are highly relevant to the company.
Continuous improvement after the launch
Lançar o produto foi só o começo. Um mês após o lançamento, conduzimos uma pesquisa com três perfis de usuários da feature para identificar pontos de fricção, reunir feedbacks e levantar oportunidades de melhoria.
Entendemos que reforçar a transparência e detalhar melhor essas informações seria essencial para aumentar a confiança dos usuários e incentivar novos depósitos.
Learnings
and Insights
Throwing is not ending — it is starting
Active listening after the launch was essential to discover real pain points, adjust the proposal, and evolve the product based on real usage and user expectations.
Transparency generates trust