Metrics-Driven Improvements - Pix | RecargaPay

 *Pix: This is an instant money transfer and electronic payment method in Brazilian reais, offered by the Central Bank of Brazil to individuals and businesses. It operates 24 hours a day, uninterrupted, allowing for instant transfers, being the most recent payment method in the Brazilian Payments System. *Pix Key: This is the means of identification for each user in the Pix system. It functions as if it were an "address" to where the money should be sent.

*CPF: Is the Individual Taxpayer Registry, which helps to control and identify every citizen residing in Brazil.

Metrics are essential elements in user-centered design as they provide valuable insights into user behavior, validate design hypotheses, and align efforts with business objectives. They empower designers to make informed decisions and ensure that their creations meet both user needs and company goals.

Building upon this principle, I strongly advocate for the use of metrics to drive significant improvements in design. This approach not only enhances outcomes but also contributes to achieving strategic goals aligned with the product and business. Within this context, I present two opportunities for improvement identified through metrics: enhancements to the key registration component on the Pix homepage and the Pix by contacts functionality.

1. Metrics-Driven UX Process: Encouraging the Use of Personal Pix Keys in RecargaPay

1. Identifying the Challenge: At RecargaPay, a constantly evolving digital account, we identified a crucial challenge: the low usage of personal Pix keys compared to random keys.
   

2. Project Objective: Our goal was to encourage the use of personal Pix keys, such as phone numbers, emails, and CPFs, as metrics showed that this not only facilitated transactions but also increased user engagement with the app.
   

3. Analysis and Testing: After extensive analysis and testing with our user base, we identified the need to simplify the Pix key registration process to make it more intuitive and accessible to users.
   

4. Component Development: I designed a unique component for the Pix homepage specifically to streamline the registration of personal Pix keys. This component was created based on user feedback and interface design best practices.
   

5. Significant Results: The results were significant: we observed a substantial increase in the number of personal Pix key registrations, which was our main objective.
   

6. Impact and Benefits: While we cannot provide specific numbers due to confidentiality reasons, we can affirm that the implemented changes were successful and had a significant impact. We observed a substantial increase in the registration of personal Pix keys, resulting in greater user engagement and an increase in transactions. These changes also enhanced the overall Pix experience in RecargaPay.
   

This process demonstrates how we used data and metrics to identify challenges, develop solutions, and measure the impact of our UX initiatives at RecargaPay.

*Video of the flow designed and developed in production, August 2023.

2. Metrics-Driven UX Process: Enhancing Pix Sending by Contacts

1. Identifying the Challenge: Through detailed analysis of Pix usage, we identified a significant opportunity to optimize the sending process, aiming to reduce operational costs and simplify the user experience. Additionally, we identified demand for a Pix-sending functionality by contacts, something already common in other financial market platforms.
   

2. Metrics Analysis and User Behavior: To robustly inform our decisions and accurately guide the experience, we used a variety of metrics, including data on favorites usage, agenda contacts, user preferences, and major sending institutions. These insights allowed us to better understand user needs and propose an experience more aligned with their expectations. Furthermore, to gain a more detailed insight into user behavior, we conducted observations using Glassbox and analyzed specific metrics in Amplitude. This meticulous approach provided us with a comprehensive understanding of the landscape, enabling us to make informed and effective decisions when designing the new Pix sending by contacts functionality.
   

3. Development of the New Scenario: Based on the insights gathered, we developed a new scenario for the Pix sending by contacts process. Our proposal is to store contacts organized by financial institution, offering users the ability to manage them as needed. This approach aims to make the process more intuitive and efficient, providing an enhanced experience for the user.
   

4. Expected Outcome: We anticipate that the implemented changes will result in a smoother and more efficient experience for users when sending Pix by contacts. Additionally, we aim to reduce operational costs associated with the Pix sending process and increase user adoption of this functionality. This will not only make the experience more satisfying and relevant in RecargaPay but also foster greater user confidence and engagement.

*Pix by contacts flow designed, February 2024.

*Contacts management area, February 2024.