Fintech Onboarding Redesign for a BaaS Platform

Category: UX Design · Product Design Role: Senior Product Designer Timeline: 2023 Budget: Confidential

Pagme is a Brazilian fintech offering Banking as a Service (BaaS) through a white-label platform that enables companies to launch digital banks with full regulatory and technical infrastructure.

I led the redesign of Pagme’s mobile onboarding experience, focusing on reducing friction, increasing trust, and improving account activation for multiple white-label clients.

Despite a strong BaaS solution, Pagme’s onboarding flow was a major bottleneck.

• 35% abandonment rate • Chatbot-style flow that felt slow and confusing • No biometric authentication or proper KYC • Low trust when entering sensitive data • Long and unclear registration process

The onboarding experience was hurting conversion and scalability.

Based on user interviews, funnel analysis, and competitive benchmarks:

• Chatbot format created confusion and lack of control • Users didn’t fully understand the questions • No onboarding introduction increased early drop-off • Lack of biometrics reduced perceived security

Clarity, trust, and speed were the biggest gaps.

I redesigned the onboarding into a modular, step-based flow optimized for fintech compliance and usability.

• Short, skippable steps • Auto-fill and progress saving • Facial biometrics and document validation • Clear, humanized language • Reusable components for white-label scalability

• User interviews and funnel analysis • Design Sprint with product and engineering • Prototyping and testing in Figma • Usability tests with real users • Continuous validation with stakeholders

• Abandonment reduced from 35% to 12% • Onboarding time reduced from 12 min to 3 min • Account activation increased from 20% to 62% • Positive feedback on clarity and trust • Scalable onboarding for multiple clients

Simple, modular onboarding builds trust and drives conversion in fintech products.

This project reinforced how clarity, security, and flexibility are essential when designing regulated, white-label financial experiences.

Figma · UX Research · Prototyping · Design Systems · Usability Testing · Miro