From a functional base to a platform ready to scale: structuring the experience to support new services without losing clarity
Enabled the expansion of financial services without increasing day to day complexity by structuring the product core with consistent flows organized around user intent
*Confidentiality note
This project involves strategic and sensitive information. For contractual and ethical reasons, details were abstracted. Complete flows and final interfaces are not publicly displayed and are available only in service demonstration contexts.
Context and Challenge
Business Goals and Product Challenges
The platform supported companies with basic financial operations like transfers and balance checks.
Within that scope, the experience was clear and worked well. The challenge started when the product began to grow. New services were introduced, such as foreign exchange, investments and digital assets. The problem shifted from usability to structure.
Without reorganizing the foundation, the product was heading toward:
More complex navigation
Disconnected features
Loss of clarity in operations
Difficulty adopting new services
The goal was to prepare the product to scale without losing simplicity and predictability.
Evolution of scope
Accumulation vs organization
Key Insights
Discovery, Research, and Synthesis
User interviews and flow analysis revealed a clear point:
The product worked for today but was not ready for tomorrow.
As new services were introduced, issues started to appear:
Lack of consistency between operations
Difficulty understanding new features
Navigation not prepared for expansion
Low confidence in more complex tasks
The limitation was not in current usage, but in the ability to evolve.
Current use vs growth
Strategic Decision
Product Strategy and Solution Prioritization
The decision was not to simplify the product, but to structure it for growth.
The product shifted to:
Organizing services by user intent
Defining a single logic for recurring operations
Standardizing flows across features
Ensuring consistency when adding new services
Hiding technical complexity without losing control
The focus moved from isolated execution to enabling clear and scalable growth.
Model by intention
Execution & Design
Solution Execution and Experience Design
I led the restructuring of the product core:
Redefined the information architecture to support multiple services
Organized navigation around financial tasks
Evolved the dashboard into a central control point
Standardized flows for payments, transfers and foreign exchange
Created a component base to ensure consistency
Worked closely with engineering to ensure feasibility
With this foundation, new services could be added without breaking the experience. Design became a structural layer that supports product growth.
Transactional core
Wireframe - Dashboard
Wireframe - Account Statement
Wireframe - Currency Exchange
Wireframe - Pay
User Validation
Data-Informed Iteration
Decisions were validated through real usage:
Usability tests on core tasks
Evaluation of how users understood new services
Continuous feedback from active users
Iterations based on behavior
This ensured the product could evolve without degrading the experience.
Strategic Reflection
Impact and Learnings
The platform evolved its service offering while keeping clarity, consistency and predictability in the experience
Earnings
New services added without increasing user complexity
Standardized operations with consistent and predictable flows
Clearer execution of critical tasks like payments, transfers and data access
Structured foundation for continuous evolution of the financial product
This project reinforced a key point:
Financial products do not fail when they grow. They fail when they grow without structure.
By organizing the platform core, it was possible to:
Support new services with consistency
Maintain clarity as complexity increased
Avoid experience fragmentation
Prepare the product for continuous evolution
Esse trabalho fortaleceu minha atuação em produtos financeiros, estruturando experiências que crescem sem perder controle.
