My background in environmental design taught me to see details as part of a larger system. I bring this perspective to digital products, shaping how they work and scale.
For 8+ years, I've designed fintech products across banking, mobility and marketplaces, from 0→1 launches to multi-market rollouts. I define product logic, solve complex problems and work with teams from discovery through launch and growth.
Cashless users in Brazil ride more often than cash users. I designed payment experiences around Pix to increase cashless adoption, grow ride frequency, and support market growth.
Role
Senior Product Designer
Scope
Led end-to-end design and cross-functional collaboration
Multi-market payment rollout, +2.9% GMV uplift in Brazil
Context & challenge
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.
Research & insights
Scaled MVP to 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
Adoption in Mexico
50%
Adoption in the Philippines
47%
GMV increase November–March
+2%
What we learned
Many users still didn’t notice the payment button on the active ride screen.
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 tested five variants, including the version already in production, to see if a new approach would make the payment button more visible to passengers.
Key design decisions
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 and 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.
Driver side
Also worked on the driver side of the flow, where drivers add their Pix key to enable direct transfers to their bank account.
Redesigned PIX activation flow in Brazil, growing driver onboarding by 221% within two weeks of launch.
Building the full payment journey, from setup to cash-out, for a marketplace operating in 48 countries where cash dominates.
Role
Senior Product Designer
Scope
Sole payments designer for 3.5 years
Team
The domain grew to 5 product teams and 20+ engineers
Responsibilities
Research, product logic, end-to-end flows, UI, launch and iteration
Context & challenge
Introducing cashless payments meant changing how passengers paid and how drivers received their earnings. Each market brought different payment methods, banking requirements and habits.
Launching cashless in South Africa
South Africa was a cash-first market. Drivers needed to understand how cashless payments would affect their work, while passengers needed a clear way to try a different payment method.
The launch covered both sides of the marketplace, from preparing drivers to accept payments to helping passengers complete their first cashless ride.
Research & insights
A flow that worked in one country could not simply be copied into another. Connecting a payment method, confirming payment and accessing earnings depended on local methods and requirements.
Local-market research helped the team validate those decisions, and product leads later reused the research approach.
Image 05 · PlaceholderMarket comparisonThe same stages in two markets: setup, payment and receiving money.
Key design decisions
I worked with product and engineering to define the full experience: connecting a payment method, paying for a ride, receiving money and withdrawing earnings, including errors and restrictions along the way.
Image 01 · PlaceholderFull payment journeyPassenger and driver screens: setup, payment, receiving money and cash-out.
Helping drivers get started
I designed the onboarding journey to explain the payment method, its fees and payout conditions before guiding drivers through setup.
The flow also covered incomplete setup and errors, so drivers could understand what needed attention before they could receive payments.
Image 02 · PlaceholderDriver activationIntroduction, setup and successful activation, with fees and one error state.
Paying for the ride
I designed the passenger payment flow alongside the corresponding driver experience. Both sides needed to understand the payment status and what to do if payment failed.
Image 03 · PlaceholderPaying for the ridePassenger and driver views of a successful payment, plus a failed payment and the next action.
Receiving and withdrawing earnings
The experience continued after the ride. Drivers needed to see incoming payments, distinguish available money from processing transactions and understand when they could cash out.
I designed the balance, transaction and withdrawal flows to make those conditions visible.
Image 04 · PlaceholderWallet and cash-outBalance, transaction details, withdrawal and confirmation. Include processing time and fees.
Unifying driver top-ups
Drivers also needed to top up their wallet balance to continue taking rides. The product had two separate top-up flows.
I unified them into one journey, helping the team integrate payments and enable monetisation in new countries within two sprints.
Image 07 · PlaceholderTop-ups: before and afterTwo previous paths, the unified journey and final screens.
Helping passengers choose cashless for their first ride
Launching a payment method was only the first step. Passengers also needed a reason to choose it over cash.
I designed a promotion experiment encouraging new passengers to pay for their first ride without cash. First-ride cashless choice increased from 14% to 45% in Brazil and from 3% to 39% in Kazakhstan. The experiment was subsequently rolled out globally.
Image 08 · PlaceholderFirst-ride promotionPromotion variants in Brazil and Kazakhstan. Results are shown below.
What I reused
I carried forward the parts of the experience that still applied and adapted the steps that needed to change.
Reusable components for payment flows
I created the Payment Block and Payment Method Selector, with full specifications for rollout across verticals.
The Payment Block supports passenger, driver and courier scenarios. The Payment Method Selector provides reusable method selection with selected, unselected and error states. Both accommodate different local payment methods and content.
I defined the components’ behaviour, properties and states as part of a design system intended to support AI-assisted screen assembly.
Image 06 · PlaceholderPayment Block and Method SelectorComponent states and examples in passenger, driver and courier screens.
Results
82%
Driver activation in launched South African cities.
14% → 45%
First-ride cashless choice in Brazil.
3% → 39%
First-ride cashless choice in Kazakhstan.
48
Countries in the driver wallet rollout.
2
Sprints to integrate payments and enable monetisation in a new country.
Image 09 · PlaceholderShipped experiencesFinal screens grouped by market, following the same sequence.
Over 3.5 years, I worked from initial launches through rollout and iteration as the payments domain grew. My responsibility covered how passengers paid, how drivers received their earnings and how those journeys adapted to different markets.
Raiffeisen Bank2022
Scaling the B2B app beyond 200K users
Raiffeisen Bank
I rebuilt the app architecture to help businesses transition from web to mobile while preparing the product to support a growing B2B user base.
Role
Product Designer
Scope
Led end-to-end design and cross-functional collaboration
Team
1 PO, 8 engineers, vertical stakeholders
Impact
Scaled to 200K+ users, contributing to app penetration growth
Challenges
Users' view
Managing accounts is difficult due to no sorting, hidden deposits, and hard-to-find statements.
Company's view
We need to increase penetration with the mobile app among web users.
My view as a designer
The outdated design, unchanged since 2018, differed between the B2C and B2B apps.
Developers' view
A legacy system slows feature development.
User problem discovery
I analyzed feedback from interviews, chat support, and reviews to identify issues, focusing on five key problems:
Separate 'Account history' and 'Payment history' sections confused users and led to misclicks.
No sorting meant inactive accounts with outdated data appeared first.
Business users expected the same account view as on the web.
Open deposits weren't visible in the app, leading to confusion.
It wasn't clear that tapping an account would open its statement.
Redesign process
Old app design overview
Contractor payments were hard to find in the app
The mobile Account History showed only card and bank payments, while contractor payments were hidden in a separate tab. This created a mismatch with the web version and made users unsure whether their payments had been processed.
Cross-platform inconsistency
The app had inconsistent designs on iOS and Android and had been outdated since 2018.
Inconsistency between B2B and B2C apps
Raiffeisen Bank users had different experiences as private or business clients.
Competitors research
1st iteration of the redesign
The process started with a simple step: updating the screen as-is to refresh the code and prepare for future feature development.
2nd iteration — full account list view
Horizontal scroll was replaced with a list, similar to the web version. Account sorting was aligned with the web version to make statement access more intuitive, and with new products coming, horizontal scroll was no longer scalable.
Unified history for all account transactions
I merged duplicated histories into one History section and removed transactions from the Main screen.
Unified navigation
Users started to have a more consistent experience across the app, and in 2024 the B2C app also improved its design, making the apps even more cohesive.
Lesson learned
After the update, some users found it harder to find contractor payments among their card charges. This showed that major updates need more research and validation before they go live.
Shipped to production
Result
+11.5%
App penetration growth by the end of the release year
Business owners had to wait up to three days to send money. I designed a new instant transfer experience that enabled 24/7 payments in minutes.
Role
Product Designer
Scope
End-to-end design of instant transfer flow
Team
1 PO, 1 PM, 6 engineers
Impact
62% flow conversion, transfer time from 3 days to minutes
Challenges
Users' view
The bank did not support instant transfers: payouts stopped after 7 PM, were unavailable on weekends, and could take up to three business days.
Company's view
Increase mobile app penetration among clients who still relied on the web experience.
Exploring technology in the B2C app
We looked at the existing solution in the B2C app and realized we could reuse it for business payments. Already integrated into Raiffeisen Bank's B2C app and growing fast since 2019, the tech was a natural fit for our B2B product.
Built on the national instant payment infrastructure, this technology enables 24/7 phone transfers across 200+ banks with 0% commission. The chart below illustrates the technology's rapid growth since 2019.
Market research
We also researched current solutions in the B2C market and found that everyone used the same technology for fast money transfers. So, we decided to reuse this technology for our B2B app.
Solutions
One click to activate instant transfers
The first approach opened with a data-entry screen. Low activation showed that the setup asked for too much too soon, so I replaced it with a focused one-click activation landing.
Multiple entry points to activate transfers
Fast recipient search
I integrated the phone contact list and prioritized the business owner's number, while keeping transfers to any recipient immediately accessible.
Easy access to the popular banks
More than 200 banks were available. I surfaced the five most frequently used options and gave Raiffeisen Bank priority, reducing the effort required to find a destination.
Health apps track sleep, heart rate and activity, but understanding what these numbers mean together takes effort. I designed Serra to bring them together in one health score, with personalised insights and goals that help users choose what to focus on next. Generative UI shapes the interface around each goal.
Role
Product Designer
Scope
Research, product strategy, UX and UI
Format
Concept
Context & challenge
User type
People who actively care about their health
Want to sleep better, manage stress and move more
Need clear insights and realistic next steps without interpreting complex dashboards
Use an iPhone, a wearable (Oura, Garmin, Apple Watch), or both
Problem
Accurate tracking still leaves a simple question unanswered: is today a good day or not? Sleep, HRV and activity appear as separate metrics. Users have to weigh them against each other to understand their overall condition and decide where to focus.
Business goals
Increase engagement with quick, actionable insights
Improve user retention by building daily-use habits around health
Drive revenue through premium plan
Research & insights
Competitors
I benchmarked Oura, Apple Health, WHOOP and Strava, focusing on onboarding, first-use value and how each explains health data.
Gaps in existing apps
Lengthy onboarding before users experience any value
Dependence on a wearable adds cost and limits access for users without a device
Technical analytics that leave users to interpret the numbers
Key design decisions
App structure
End-to-end flow
I mapped the journey from optional device pairing to a daily summary, insights, goal creation and progress tracking, through to Premium. The flow also covers missing health data, pairing failures and goals Serra cannot prepare.
Onboarding in easy steps
Users can start with available iPhone activity data, without registration or a wearable. Pairing a device adds deeper sleep and heart-rate signals, so the experience grows with the data available.
Optional wearable pairing
Users select their device and follow guided setup. They can skip pairing and start with available phone data, then connect a wearable later for deeper insights.
Health at a glance
One vitality score brings available sleep, heart-rate and activity signals into focus. Large typography and colour-coded states with text labels make the daily picture easy to read. Plain-language AI insights explain what’s driving it, with full analytics one tap away.
Generative UI for personalised goals
Serra uses health data to suggest goals for sleep, stress and movement. Each goal has its own controls and progress tracking, with adjustable targets and timeframes.
Personalized goal reminders
Serra sends timely reminders linked to each user's goals, helping them follow through on daily actions and stay on track.
From goal to daily progress
A goal becomes part of the daily experience. The home screen keeps the target and daily results together, making progress easy to follow.
Detailed health analytics
One tap opens the detail behind the score. Sleep trends, performance metrics and AI insights help users understand what is shaping their current state.
Premium plan
The proposed freemium model makes the first goal free. Premium adds continuous goal tracking, advanced AI insights and Health Club access. Subscriptions are the core revenue stream, with potential wearable partnerships introduced at goal completion.
What I reused
I designed the goal card as a reusable widget that scales across different goal types. Insights use the same widget foundation.
I also reused a consistent loading pattern, screen headers for goals and the Premium plan, and shared success and error screens.
Results
Design outcome
Serra explores AI beyond a chat interface: a daily health summary leads to insights, goals and an interface shaped around them.
Proposed success metrics
Percentage of users acting on AI insight recommendations
Daily active users
Premium conversion rate
Percentage of new users who set their first goal
Percentage of new users achieving their first goal
