Cashless rides
growth in Brazil

Cashless rides growth in Brazil

Cashless users in Brazil ride more frequently than those using cash. I worked on shifting users to digital payments to drive this behavior and boost overall growth.

Brazil payment landscape 🇧🇷

Cash remains the dominant payment method

Cash remains the dominant payment method

Passengers prefer local instant transfers through the PIX payment system over cards

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

Company's point —
We need to increase penetration with the mobile app among web users.

Scaled MVP 1.0
in 48 countries

MVP solution that was scaled 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

The average conversion from the transfer details view to the 'Copy' click reached ~60% across 48 countries.

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

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

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

In some regions, longer translations push the widget out of view

Finding a better solution
for the Brazilian market

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 visual research

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 most preferred by users. This led to faster adoption and reduced checkout drop-off.

Activation

Led a cross-team promotion A/B/C test, and one variant produced a statistically significant uplift in usage.

Onboarding

I also designed an onboarding experience starting from a push notification that encourages users to pay during the ride, addressing the issue of users disengaging once the trip begins.