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Product Design & Full-Stack
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Brazilians open several different apps just to pay, invest, apply for credit and split bills.
Product Designer & Full-Stack, solo: market research, personas, journey, information architecture and MVP.
Full research document + working MVP with simulated Pix, cashback, smart statement, gamified score and social bill-splitting.
Full UX research and working MVP of PixTudo, a Brazilian financial super-app. Research covers market analysis, competitive benchmarking, 3 personas, user journey, information architecture and design principles. The MVP delivers simulated Pix with cashback, smart statement, gamified PixTudo Score, services hub and social bill-splitting.
PixTudo was born from a real friction: Brazilians open several apps just to pay, invest, apply for credit and split bills. The pitch is to bring it all together in a financial super-app built on local language, Pix as the primary action and a native social layer.
Marketing Analyst · São Paulo · Salaried (CLT)
I hate having to open 4 different apps to solve one single thing. I wish it all lived in one place.
| Competitor | Payments | Investing | Credit | Mini Apps | Social | UX Score | Main gap |
|---|---|---|---|---|---|---|---|
| Nubank | ✓ | ✓ | ~ | ✕ | ✕ | 4.2/5 | Closed ecosystem |
| Mercado Pago | ✓ | ~ | ✓ | ✕ | ✕ | 3.8/5 | Tied to Mercado Livre |
| PicPay | ✓ | ~ | ~ | ~ | ✓ | 3.5/5 | No financial anchor |
| Itaú/Bradesco | ✓ | ✓ | ✓ | ✕ | ✕ | 2.7/5 | Poor UX, no innovation |
| PayPal | ~ | ✕ | ✕ | ✕ | ✕ | 3.1/5 | Global, not localized |
| PixTudo ✦ | ✓ | ✓ | ✓ | ✓ | ✓ | — | The proposal |
Camila sees a friend's Instagram post about PixTudo cashback. Clicks, curious.
Sign-up with ID + selfie. In 90 seconds she has an account, Pix and a virtual card.
Sends R$32 via Pix to a friend from lunch. Gets R$1.60 cashback within seconds.
Pays Netflix at a discount. Sets up automatic R$50/month investing.
30 days later: uses the app daily. Invites 3 friends with cashback.
Posts stories showing the app and joins a user group. Promoter-level NPS.
Every decision considers local reality: colloquial language, cashback, Pix as the primary action and WhatsApp as support.
Any critical task in up to 3 taps. Onboarding in under 2 minutes. Forms with the minimum number of fields.
Earn trust gradually. Start simple and expand as the relationship grows.
Native social layer: split bills, group pools and team missions. Money in Brazil is collective.
Security must be felt: immediate feedback, clear biometrics and anti-fraud alerts in human language.
Works on 3G, loads fast, uses accessible language and starts from low financial literacy.
From download to the first Pix sent or received.
Stickiness: daily actives vs monthly actives.
Net Promoter Score (Nubank benchmark ~87).
Average active products per account after 90 days.
Active users 30 days after download.
Success on critical tasks: pay, receive, invest.
PixTudo's visual system: green as the primary color of trust and action, a clean hierarchy to resolve tasks in a few taps, and components designed for quick one-handed use on any connection.
More than screens, PixTudo shows a complete product process: market research, personas, competitive analysis, user journey, design principles, KPIs and roadmap, all connected to a working MVP.