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 12 months Team
 Product Manager • 3 Designers • Engineering • Data Science The challenge Serasa Experian is Brazil's largest credit bureau. For decades, the company helped banks decide who should receive credit, making it a brand many consumers associated with debt and rejection. At the same time, more than 60 million Brazilians had a negative credit history, and 90% of digital financial transactions were happening on smartphones. The opportunity wasn't simply to launch an app—it was to reposition the company from a credit authority into a financial ally that could help people rebuild their financial lives. My role I led the UX for the mobile experience, from discovery through validation. My responsibilities included: Planning and conducting user research Defining user segments and journeys Designing the end-to-end experience Validating prototypes with customers Working closely with product, engineering and data teams Understanding people's relationship with debt We combined behavioral data from Experian's database with interviews conducted across Brazil through Serasa's traveling financial assistance program. One insight became the foundation of the product: People weren't looking for a credit score—they were looking for a clear path to improve it. That shifted our focus from displaying financial information to guiding users through achievable actions. Designing trust Financial products often overwhelm users with technical language and complex processes. Instead of building another banking app, we designed an experience centered on education, transparency and progress. The app helped users: Understand their credit score Renegotiate outstanding debts Track their financial progress Access personalized credit offers when eligible Every flow was tested and refined with real users before release. 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 12 months\n\nTeam
 Product Manager • 3 Designers • Engineering • Data Science\n\nThe challenge\n\nSerasa Experian is Brazil's largest credit bureau. For decades, the company helped banks decide who should receive credit, making it a brand many consumers associated with debt and rejection.\n\nAt the same time, more than 60 million Brazilians had a negative credit history, and 90% of digital financial transactions were happening on smartphones.\nThe opportunity wasn't simply to launch an app—it was to reposition the company from a credit authority into a financial ally that could help people rebuild their financial lives.\n\n\nMy role\n\nI led the UX for the mobile experience, from discovery through validation.\nMy responsibilities included:\n Planning and conducting user research\n Defining user segments and journeys\n Designing the end-to-end experience\n Validating prototypes with customers\n Working closely with product, engineering and data teams\n\n\nUnderstanding people's relationship with debt\n\nWe combined behavioral data from Experian's database with interviews conducted across Brazil through Serasa's traveling financial assistance program.\nOne insight became the foundation of the product:\nPeople weren't looking for a credit score—they were looking for a clear path to improve it.\nThat shifted our focus from displaying financial information to guiding users through achievable actions.\n\n\nDesigning trust\n\nFinancial products often overwhelm users with technical language and complex processes.\nInstead of building another banking app, we designed an experience centered on education, transparency and progress.\n\n\nThe app helped users:\n\n Understand their credit score\n Renegotiate outstanding debts\n Track their financial progress\n Access personalized credit offers when eligible\n\nEvery flow was tested and refined with real users before release.\n\n\nOutcome\n\n The product received widespread media coverage\n Consumer adoption exceeded initial expectations\n More financial institutions joined the platform with new credit offers\n Serasa strengthened its relationship with end users by providing 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