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.
The Challenge
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.
Research & Insights
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.
The Solution
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
Process
• 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
Results
• 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
Learnings
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.
Tools
Figma · UX Research · Prototyping · Design Systems · Usability Testing · Miro
Mobile - Login Screen
Mobile - Onboarding Screen
Mobile - Onboarding Screen
Mobile - Login Screen
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Posted Jan 22, 2026
Redesigned a fintech onboarding flow, reducing abandonment from 35% to 12% and cutting signup time from 12 to 3 minutes.