Product Designerwith systems thinkingat global scale

Systems, not screens. I design products wherewhere a thousand small decisions read as one.

inDrive · Ride-hailing · B2C and B2B · 2025

+11% rides per
user in Brazil

Driving cashless growth through PIX, Brazil's most popular payment method.

Case study App store

inDrive · Ride-hailing · B2C and B2B · 2026

82% cashless adoption in South Africa

Launching cashless payments for drivers who got paid in cash.

App store

inDrive cashless payments in South Africa

Raiffeisen Bank · B2B · 2022

Rebuilding banking for 200K businesses

A new architecture to move web users to mobile and support future growth.

Case study App store

Main screen redesign for mobile adoption

Raiffeisen Bank · B2B · 2022

10x faster business transfers

Replacing a three day wait with instant 24/7 transfers.

Case study App store

About me

I have an academic background in the arts, specializing 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, connecting every touchpoint into a coherent end-to-end flow.

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

+11% rides per
user in Brazil

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
Team: 2 PMs, 2 analysts, 10+ engineers, vertical stakeholders
Impact: Multi-market payment rollout, +2.9% 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
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.
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 tested five variants, including the version already in production, to see if a new approach would make the payment button more visible to passengers.

Five payment widget variants compared by first-click rate

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 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.