Leading the Design Team at EBANXGO

EBANX GO initially offered cashback to users who made purchases with their merchants, but I have been working on changing the product's value proposition to make it even more appealing to users.

Lead the Design Team, Research, Designing Versions and Create Roadmap with the PM to the A/B Tests, Review Users feedback for each version, final UI Design and Design System.

Create an interface that aligns with the business strategy while delivering value to the user by enhancing the purchase experience, boosting user acquisition, and driving profits.

Our proposed solution involved designing a new and personalized section on the home screen that showcases our merchants, marketing campaigns, and relevant information to engage users.

To achieve this, we collaborated with marketing, technology, and product teams to develop the ideal product concept, which we then segmented into multiple versions for A/B testing and validation.

The proposal was to break the exchange frontiers, developing an international account, but the product didn't have the success that EBANX was expecting. There were feel points that made us change our value proposition:

• The ”Banco Central - BR” let process is hard to handle the business

• The engagement wasn't enough

• Bad reviews

Reviews: 2.9 iOS | 2.7 Android

In 2020, we decided to work with our merchants, and brands like Spotify, Aliexpress, SHEIN, Shopee, and Freeletics. The business decided to change the product to a prepaid card so the user buys products from our merchants and receives cashback. Is started to work at EBANX GO in the middle of 2020. At the moment, we had 51.437 users until December. The product starts to have interesting numbers,

Highlights

• New users

• TPV - Profits

Lowlights

• Support problems

• Interface not aligned with the new value proposition

• Difficult access to promotions

• Long process to create an account

• No notification center

Reviews: 2.9 iOS | 2.7 Android

UX / UI tests - Tested for 20 days with 1% of our user base

• Redesign the background

• Add a carousel with our merchants

• A couple of changes on the wallet info

• 84% of the users approved the new UX/UI

• Useful, intuitive, easy-to-find cashback info

• Purchases: increase of 38

• Profit: R$49,3k

• Add a Highlight Banner for campaigns

• New navigation

• Split context in Shopping and Wallet

• 67% give us good feedback about the new UX/UI

• Ask for more ways to put money into the prepaid card

• Purchases: increase 533

• Profit: R$57,4k

• Add a carousel with banners for campaigns

• New navigation for Support and Profile

• Add a carousel for plans

72% give us good feedback about the new UX/UI

Ask for more ways to put money into the prepaid card (WIP)

Purchases: increase 3.701

Profit: R$423,8k

iOS - 4.1 | Android - 4.3

Check the full presentation on the link below.