Matheus Donangelo

let's chat

PicPay: Creating a hub benefit vision

Our challenge was to understand the market and define a new vision for creating a central hub for PicPay's clients, encouraging them to take ownership of their banking experience and increase engagement.

My role

Staff Product Designer.

Responsabilities

Market study.

Define design roadmap.

Prototype.

Year

Q1 - Q2 2025.

Team

Gabriela Lee, Product Designer.

Matheus Donangelo, Product Designer.

PicPay benefits hub interface

01 Project Roadmap

  1. 1Study market and quarterly financial reports from Nubank, Walmart, and others to understand their engagement strategies.
  2. 2Conduct interviews with PicPay's internal teams to understand how business units offer benefits and evaluate user engagement.
  3. 3Develop a future vision to inspire the bank to reimagine user experiences and drive innovation.

02 How markets try to engage clients

Companies are building proprietary ecosystems to increase user lock-in, with engagement emerging as a key revenue driver.

Market study reference
Market study reference
Market study reference
Market study reference

03 Current PicPay scenarios

After 10+ interviews, we identified that the customer engagement strategy was fragmented across products, lacking visibility into churn metrics and cross-product offerings. This likely resulted in higher CAC for individual products, longer conversion times for new offerings, overlapping benefit promotions at launch, and multiple competing gamification models.

04 The new vision

New vision concept map

And we started building concepts to engage users within the bank app, an ecosystem of customer experiences that orchestrates gamification, points, and loyalty rewards.

Benefits module

Benefits module

Interest group

Interest group

Group mission

Group mission

Exchange benefits

Exchange benefits

Want to know more?

let's chat