Pix Case - RecargaPay

"Pix" is an instant money transfer and electronic payment system in Brazilian real, offered by the Central Bank of Brazil to individuals and businesses. It operates 24 hours a day, uninterrupted, making it the newest payment method in the Brazilian Payment System.

RecargaPay is a financial services app operating in Brazil. The products and services offered are focused on simplifying basic transactions that Brazilians use in their daily lives, such as bill payments and purchases via Pix or card, as well as mobile phone top-ups, transportation card reloads, gift cards, cooking gas purchases, etc.

At the beginning of my journey within RecargaPay, the Design team worked as a single unit that served all teams. The aim was to have designers working together with multidisciplinary teams to gain more autonomy and be involved in decision-making processes. In mid-May 2022, I began working with the Pix multidisciplinary team. The product and development team had no previous experience working with a designer on a day-to-day basis. Through product improvement analyses, I initiated a Product Discovery process.

One of the main products offered at RecargaPay is the ability to make a Pix with a Credit Card. As such, continuous improvement has always been a premise of the Pix team's deliveries.

The structuring of the Product Discovery stages I conducted focused on bringing the development, product, business, and CX teams closer to design decisions. This involved applying a CSD Matrix to gather information and provide insights into potential areas for improvement. Subsequently, Quantitative Research, Qualitative Research, and Usability Testing were conducted collaboratively.

Matriz CSD

The CSD Matrix was conducted with the Product, Business, Development, and CX teams. Its purpose was to gather information and data that would help us better understand what we could improve, identify doubts, and determine certainties to solve issues in the Pix process flow. It was the first time the team had undergone this type of dynamic within RecargaPay.

The dynamic was implemented on June 13, 2022, during which data was extracted for

compiling and developing a quantitative survey based on the CSD Matrix.

After compiling the data, it was possible to create the script for the quantitative survey, which addressed all the needs identified in the matrix.

Quantitative Survey

During this phase, we developed the survey script and, in collaboration with the product team, selected the topics that should be prioritized to advance in this research stage.

The survey was conducted in June 2022, using the SurveyMonkey platform, and was sent to a sample from the past 30 days who had conducted some form of Pix transaction.

Upon sending out the survey and collecting responses, we proceeded to the data compilation and analysis stage to explore new possibilities and user needs. The results were presented and discussed collaboratively with the Pix team to determine the focus for the next steps and development of the project. This involved proposing new workflows based on technical considerations and business priorities.

*Some information was withheld due to strategic data reasons of the company. The purpose is to showcase the research and development process while maintaining confidentiality where necessary.

Qualitative Research + Usability Testing

Following the completion of the Quantitative Research and extraction of results, it was time to design and structure the Qualitative Research alongside Usability Testing. Design decisions regarding the new flow were based on Benchmarking along with data extracted from the Quantitative Research and insights provided by the Customer Experience team.

The main focus was to redesign the flow to be more seamless, thereby enhancing ease within the Pix sending process and reducing steps and friction points.

The script development, interview setup, and transcription of this research were conducted using the Dovetail platform. The compiled findings were presented to the entire Pix and Design team at RecargaPay.

Usability Testing involved scheduled conversations with users who responded to the Quantitative Research and volunteered to assist in subsequent stages. It was conducted in Figma and integrated into Maze to analyze interactions and results more effectively during the call. Some users expressed discomfort with sharing their phone screens during the test, and Maze provided valuable insights to conclude this work.

*Some information was withheld due to strategic data reasons of the company. The purpose is to showcase the research and development process while maintaining confidentiality where necessary.

Improving the User Experience

Finally, after completing the entire research process, it was time to sit down with the product team and determine how to proceed with the work. In the previous stages, we also included the payment section for analysis, which is a separate part that broadly impacts all products of the company. Technically, it is an adjustment that needs to be considered for all offered products. Because of this, the payment method part was deprioritized, and the focus shifted to the Pix sending process.

In the old flow, it was necessary to go through 8 steps to send a Pix before reaching the payment method, as shown in the image below.

With considerations for technical feasibility, development resources, and sprint timelines, we devised two stages of MVP (Minimum Viable Product) before reaching the ideal scenario developed based on the Product Discovery process.

After the refinement stages, the new Pix sending flow was developed, and an A/B test was conducted. The flow was gradually released to the entire user base of the application, following the ideal scenario below.

With metrics analysis in Amplitude regarding the old flow, the Pix sending conversion rate was at 58.4% in the window of the past 180 days. In current data for the last 30 days, we observed an increase of 9.7% in the conversion rate.

Moving forward, our focus shifts to directly gathering user feedback on the newly implemented flow. We'll be conducting user interviews and surveys to gain deeper insights into their experiences and perceptions. Alongside this feedback collection, we'll be working closely with the development team to make iterative improvements to the user interface and experience.

One area of improvement we're targeting is the search functionality within the app. We aim to enhance the search feature to make it more intuitive and efficient for users to find the information they need quickly. This could involve refining search algorithms, implementing autocomplete suggestions, or improving filtering options.

Additionally, we're planning to introduce the ability for users to delete recent contacts from their Pix sending history. This feature will provide users with more control over their contact list and streamline the process of selecting recipients for Pix transactions.

By gathering user insights and making these targeted enhancements, we aim to further optimize the Pix sending experience and ensure that it meets the evolving needs and preferences of our users.