Being part of PagSeguro design team develop me as a Lead UX Designer. In the last two years I have been promoting initiatives that generated direct impacts in major company numbers in the biggest Brazilian fintech with over a hundred designers and more than 9MM active users accounts.
I did a retrospective with the main improvements that I delivered for the evolution of the PagBank app from 2020 to 2022. That was a period of many discoveries and innovative solutions that we created based on many studies, usability tests, co-creation, design critiques with the collaboration from designers, P.O.s, and developers.
I hope that you enjoy it! :)
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Design Retrospective 2020 — 2022
Main goals
• Create a new design architecture to support all financial services and provide an account overview with the best experience for PagBank users.
• Make Android and iOS apps 100% accessible to low vision, blind and colorblind users.
• Bring Motion Design solutions based on the Emotional Design Concept.
2020
How was the PagBank App
• Only two kinds of balances in App Home: account cash and sales to receive
• Only 18 financial services and products enable to use
2021
The arrival of the SuperApp Concept
The company has growing so it incresead the number of digital products and services in PagBank App.
The start of strategic changes
• Usability strategy to increase conversion in sales to receive
• Build app area to support all the new products and services from SuperApp
Success Metric:
• The bottom sheet service has a high performance in moderated and unmoderated users tests
• Today, the "See All Services" button is the main app home interactions according to Google Analytics measurements
2021
The arrival of the new balances
Problems to solve:
• The entry of different types of balances increases the complexity of findability and understanding each one of the cash kind
• Colors fail to accessibility requirements
• Colors fail to accessibility requirements
Process design to find solutions
• Market research and analysis of direct concurrent players
• Mapping and understanding all types of user balances to create a new area to support all kinds of cash in the SuperApp
• Leading co-creation with designers to find innovative solutions
• Design critique
• Validation users with moderated and unmoderated tests
• Card sorting to discover the best hierarchy
• Analysis and prototyping of final solution
• Executive presentation to approve
• Mapping and understanding all types of user balances to create a new area to support all kinds of cash in the SuperApp
• Leading co-creation with designers to find innovative solutions
• Design critique
• Validation users with moderated and unmoderated tests
• Card sorting to discover the best hierarchy
• Analysis and prototyping of final solution
• Executive presentation to approve
Success Metric:
• According to user tests, separate cards to show different types of balances help with the locality, and adding supporting text to low-performing cards solves the user understanding problems
• Removing colors saturation and increasing the font size made the app 100% accessible for low vision and colorblindness users according to Who Can Use parameters
• Implement a screen reading in the Android and iOS code to request accessibility for blind users
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Recap: Main goals
• Create a new design architecture to support all financial services and provide an account overview with the best experience for PagBank users.
• Make Android and iOS apps 100% accessible to low vision, blind and colorblind users.
• Bring Motion Design solutions based on the Emotional Design Concept.
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Motion Design
Morphism based in Emotional Design Concept
