Timeline
12 months

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Team
Product Manager • 3 Designers • Engineering • Data Science

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The challenge

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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.

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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.

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My role

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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

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Understanding people's relationship with debt

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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.

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Designing trust

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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.

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The app helped users:

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• Understand their credit score
• Renegotiate outstanding debts
• Track their financial progress
• Access personalized credit offers when eligible

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Every flow was tested and refined with real users before release.

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Outcome

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• The product received widespread media coverage
• Consumer adoption exceeded initial expectations
• More financial institutions joined the platform with new credit offers
• Serasa strengthened its relationship with end users by providing value beyond credit reporting