Product Designer,systems thinkingand elegant design.

Systems, not screens. I create design where a thousand small decisions read as one.

inDrive ride-hailing super app · Fintech · B2C · 2025

Cashless rides growth in Brazil

Driving cashless growth through the integration of a local-first payment method.

Case study App store

Raiffeisen bank app · Fintech · B2B · 2022

Main screen redesign for mobile adoption

Rebuilding architecture to move web users to mobile and scale beyond 200K.

Case study App store

Main screen redesign for mobile adoption

Raiffeisen bank app · Fintech · B2B · 2022

10x faster business transfers

Innovative payment flow for business owners, replacing the 3-day wait with the instant 24/7 transfers.

Case study App store

Crypto neobank · App & web · Fintech · 2018

Crypto neobank app & web designed from scratch

End-to-end product design for a UK crypto neobank.

About me

I have an academic art education with a specialization in environmental design, where I learned to see every detail as part of a larger system. That mindset still shapes how I design digital products today.

For the past 8+ years, I’ve worked across fintech, mobility, marketplaces, banking, and payments, turning complex business problems into simple, intuitive experiences.

Let's build something great together.

alena.rykunina@gmail.com Telegram LinkedIn

$Cashless rides growth in Brazil — inDrive mobile payment experience$

Cashless rides growth in Brazil

Cashless users in Brazil ride more frequently than cash users. I worked on shifting users toward digital payments to increase ride frequency, strengthen payment adoption, and support overall market growth.

Role: Senior Product Designer
Scope: Led end-to-end design and cross-functional collaboration
Team: 2 PMs, 2 analysts, 10+ engineers, vertical stakeholders
Impact: Multi-market payment rollout, +2% GMV uplift in Brazil

Brazil payment landscape 🇧🇷

Cash remains the dominant payment method.
Passengers prefer local instant transfers through the PIX payment system over cards.

Challenges

Passengers' view

Manually entering transfer details into the bank app is frustrating and can lead to mistakes.

Drivers' view

We don't like voicing transfer details — money should credit automatically.

Company's view

Cashless users ride with us more often, so we should uplift the number of cashless rides.

Scaled MVP — 48 countries

We implemented an MVP that allowed passengers to copy and paste transfer details into their banking app to complete the payment.

MVP outcomes

The average conversion from the transfer details view to the 'Copy' click reached ~60% across 48 countries.
This launch gave us a +2% GMV increase from November to March.
However, we identified that many users don't see the button on the active ride screen.
In some regions, longer translations push the widget out of view.

Finding a better solution for the Brazilian market

Benchmarking

We researched current B2C payment solutions and found that most used the same technology for fast money transfers. However, the user experience wasn't ideal — in Uber, passengers are required to transfer money before the ride, while in 99, users have to top up a wallet in advance.

Payment widget first-click test

I conducted a first-click test on five variants, including the already rolled-out version, to see if a new approach would offer more visibility for passengers.

Seamless money transfers 2.0

Enhanced payment widget

I created a payment widget that provides users with real-time feedback on payment progress and results, improving transparency across the flow.

Payment flow with 200+ banks

Payment flow starting with the top 5 banks most preferred by users. This led to faster adoption and reduced checkout drop-off.

Payment activation & onboarding

To improve payment adoption during the ride, I led a cross-team promotion A/B/C test, where one variant showed a statistically significant uplift in usage. I also designed a push-triggered onboarding experience to encourage in-ride payment and reduce drop-off after the trip started.