Brand & App Redesign for a Scalable Fintech Product

Category: Branding · Product Design · UX/UI Role: Senior Product Designer Timeline: 2023–2024

Tryo is a Brazilian fintech focused on simplifying financial operations through a digital platform designed for scale and compliance.

I led the full redesign of the brand and mobile app, including UX, UI, and Product Design, and built a Design System to support long-term scalability. The project also included a complete onboarding redesign to reduce friction while maintaining regulatory compliance.

Tryo was growing fast, but its product and brand were not keeping up.

• Outdated brand that didn’t reflect product maturity • Inconsistent UI across the app • Onboarding flow overloaded with friction • Low scalability for new features • Design decisions slowing down product evolution

The challenge was to modernize the brand and product without compromising compliance, security, or usability.

Through stakeholder alignment, product analysis, and UX reviews, key issues became clear:

• The brand lacked clarity and differentiation in the fintech space • Users struggled to understand the app’s value early on • Onboarding required too many steps upfront • Design inconsistency increased cognitive load • Product teams needed a system to scale faster

Clarity, trust, and scalability were the core needs.

I delivered a full end-to-end redesign, covering brand, product experience, and design infrastructure.

• New brand identity aligned with fintech trust and modernity • Redesigned mobile app with clearer navigation and hierarchy • Simplified onboarding focused on essential steps only • Compliance-aware UX decisions (KYC, validations, security) • Modular Design System to support product growth

• Brand and product discovery • UX mapping and friction analysis • App redesign and UI systemization • Design System creation in Figma • Onboarding optimization with compliance constraints • Continuous collaboration with product and engineering

• Clearer and more consistent brand perception • Reduced onboarding friction and faster activation • Improved usability across key app journeys • Scalable Design System enabling faster feature delivery • Strong foundation for long-term product growth

Fintech products scale faster when brand, UX, and systems evolve together.

This project reinforced the importance of balancing simplicity, compliance, and scalability when designing regulated financial products.

Figma · Branding · UX Research · UI Design · Design Systems · Prototyping · Product Strategy