Improving the experience of transferring via Pix
Time
2023
Company
Superdigital · Outsourced
My role
Product Designer
Squad
Payments & Transactions
Introduction
Project context
I worked at Superdigital, a payment institution from the Santander group operating in Brazil and other Latin American countries. The transfer flow via Pix was designed in 2020 to meet launch requirements regulated by the Central Bank. However, the lack of updates since then generated numerous complaints across various company channels.
Defined objectives
Project challenges
Research and discoveries
Investigating friction points in the journey
To understand the bottlenecks in the Pix experience and Superdigital’s market positioning, I structured the discovery phase by combining active user listening, quantitative benchmarking, and a heuristic evaluation of the legacy journey.
Analysis of user reviews
I mapped key user pain points and desires regarding the Pix flow based on feedback from Reclame Aqui, the Play Store, and the App Store.
Market benchmarking
I examined the Pix transfer process at competing institutions to identify patterns and industry best practices.
Quantitative feature matrix
I tabulated features offered by market players to prioritize opportunities for differentiation and agility.
Heuristic evaluation of the legacy journey
I audited the flow against Nielsen’s Heuristics, mapping usability issues by severity level and effort to resolve them.
Key opportunities and findings
Defining the scope
Prioritizing features
Sketching solutions
Overcoming obstacles
A hurdle along the way...
The squad faced shifting priorities, meaning that developing new features requiring significant back-end effort was no longer a priority. Despite this constraint, it was still possible to implement numerous flow improvements based on our discovery findings.
Proposed solutions
New Pix area
I utilized horizontal shortcuts for the most frequently used actions and a vertical list for management features.
Before
After
Initial transfer screen
Greater emphasis on the interface elements for data input and submission.
Before
After
Entering payment amount
The amount input field now holds a more prominent position in the visual hierarchy, and I made it clear that the description is optional.
Additionally, the recipient's name is highlighted within the interface's instructional text.
Before
After
Confirming the transaction
The transfer amount now takes center stage, accompanied by account balance feedback displayed directly below it.
Payment and recipient details have been reorganized into a list format.
Before
After
Removing friction from the journey
The legacy flow was created for the launch of Pix, amidst uncertainty regarding how it would work and how users would respond. As the payment method gained popularity, we were able to eliminate the modal windows that caused unwanted friction in the user experience by requesting excessive confirmations.
Before
New transfer receipt
It is now possible to share the receipt immediately after the transaction.
We also prioritized a clear, concise view of the payment details.
Before
After
Communicating with our users
Push notifications are now in place to keep users updated in real-time about sending and receiving Pix transactions.
After
Defining success metrics
We didn't have dedicated analytics time to track the performance of the proposed changes. Even so, I defined—together with the squad—the indicators to monitor as signs of success over time:
Improvement in user satisfaction with the journey, reflected in ratings and qualitative feedback.
Key takeaways
