End-to-end product design for a UK crypto neobank.
About me
With 8+ years in product design, my background started in physical environments before shifting into digital products. I design and scale mobile systems that turn complex logic into clear, intuitive experiences.
My work spans fintech, mobility, marketplaces, banking, and payments across global and emerging markets. I'm drawn to products shaped by local context, business logic, and the way people actually use them.
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
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.
Cross-vertical widget scaling
I collaborated cross-functionally to scale the payment widget for the courier vertical.
B2C/B2B app rollout
Later, refined slightly, then rolled out to more payment methods, more markets, and the driver app.
I rebuilt the app architecture and design to scale the B2B user base beyond 200K and move them from web to mobile.
Role
Product Designer
Scope
Led end-to-end design and cross-functional collaboration
Team
1 PO, 2 PMs, 12 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.
Users problems 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
Missing contractor history
Payments to contractors did not appear in the Account History on the main screen because only card and bank payments were shown. This confused users who expected to see contractor payments in the app just like on the web version.
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.
Result
+11.5%
App penetration growth by the end of the release year
