Industry
FinTech
Client
Franq Open Banking
Revamping the Loan Experience: Franq's New Platform Connecting Personal Bankers to End Users
Journey
From startups to global corporations, I view design as a bridge to foster meaningful connections.
Startup & Entrepreneurship
I began my career co-founding and contributing to startups at Porto Digital, crafting innovative solutions in event space rentals and customer loyalty programs. Incubated at one of LATAM's largest innovation hubs, I honed skills in rapid prototyping, user-centric design, and multitasking to deliver impactful products with limited resources, gaining expertise in bootstrapping, agile methodologies, and lean startup principles.
Corporate Days
After four years as an entrepreneur, I sought experience in larger corporations, landing a role at one of Brazil's biggest brokers. Since then, I’ve led end-to-end design for complex, high-impact projects at XP Investimentos, GoDaddy, and Skillshare.
Focused on crafting cohesive and holistic experiences, I’ve worked with design systems, complex dashboards, and multi-device POS, driving operational excellence through design ops.
I’ve perfected my ability to collaborate with diverse stakeholders, balancing business goals, user needs, and technical constraints to deliver innovative solutions impacting millions of users.
Connecting personal bankers with top financial products, but with a user journey full of obstacles.
Our design discovery process uncovered 33 problems affecting clients, bankers, and internal teams, alongside 48 opportunities for growth. We reimagined the loan purchasing process, transforming over 80% of the user journey. By modernizing the company and simplifying the user experience, we addressed usability issues, enhanced brand visibility, and positioned Franq to engage with major corporations.
A Dynamic, Contextual Landing Page Tailored to Customer Needs
We developed a dynamic landing page that adapts to the intention behind each sharable link. Collaborating with stakeholders, we defined multiple user paths and created adaptable content blocks that shift based on the page's objective. Variations catered to different user motivations: one focused on aspirations, another on loan potential, and others on trust and security. This adaptive system went beyond the hero section, with a scalable framework that generated countless landing page variations. Each version was tailored to specific customer needs, significantly increasing conversion rates by delivering the most relevant content to each user.
Projects