App

Fintech

Crypto

Fiwind; Crypto exchange & Stock Market Ecosystem.

Product architecture and conversion optimization for a financial platform with 800k+ users.

Launch Project

Role

I had the luck to be the first founding Product Designer inside this company. I started here when they were just a small company with the urgency to build a solid MVP as quickly as possible.

After the successful launch, I continued to contribute to this company as a full-time senior product designer, where I gained the confidence of the CEOs and the stakeholders to keep taking on more responsibilities and making sure that the product had a solid, guided design cycle of development, where I finally got to be the Head of Product Design, achieving amazing results like more than 800k users on the platform and 4.8 stars in the Play Store and iOS.

I had the luck to be the first founding Product Designer inside this company. I started here when they were just a small company with the urgency to build a solid MVP as quickly as possible.

The challenge

In my 6 years working here, I identified three critical friction points that were blocking conversions

Onboarding process (KYC): Balancing mandatory legal compliance with a smooth, welcoming first-time user experience.
Attending to the right needs of our user personas: We had to be very sure that the core flow of the platform, was optimized in maximum detail.
The lack of knowledge among retail users: We had to be very clear in the first steps of the user, helping them as much as possible.

In my 6 years working here, I identified three critical friction points that were blocking conversions

Onboarding process (KYC): Balancing mandatory legal compliance with a smooth, welcoming first-time user experience.
Attending to the right needs of our user personas: We had to be very sure that the core flow of the platform, was optimized in maximum detail.
The lack of knowledge among retail users: We had to be very clear in the first steps of the user, helping them as much as possible.

Solutions

Working closely with the team, we tackled these challenges and achieved:

Organic scaling: We didn't have the resources to waste money on rewards for acquiring a lot of users in that way, so we aimed to build the most reliable and comfortable user experience to let the users speak and spread the word that we could also be a big player in this market. We achieved more than 800k users with a solid increase of 15.43% in users per month for a couple of years.
Addressing the right features to the right audience: We made sure that we had all the features that the most exigent types of users were looking for by making a strategy of launching them over time, listening very carefully to what the users' needs were and how we could deliver them.
Lowering the barrier to entry for retail users: We decided to sharpen the most critical flow screens of this type of operation in order to drop critical support tickets regarding the first interaction with crypto and finance in general.
Adaptation to the current market: On plenty of occasions, we were in a hurry to make big changes to the products that we were promoting.

Working closely with the team, we tackled these challenges and achieved:

Organic scaling: We didn't have the resources to waste money on rewards for acquiring a lot of users in that way, so we aimed to build the most reliable and comfortable user experience to let the users speak and spread the word that we could also be a big player in this market. We achieved more than 800k users with a solid increase of 15.43% in users per month for a couple of years.
Addressing the right features to the right audience: We made sure that we had all the features that the most exigent types of users were looking for by making a strategy of launching them over time, listening very carefully to what the users' needs were and how we could deliver them.
Lowering the barrier to entry for retail users: We decided to sharpen the most critical flow screens of this type of operation in order to drop critical support tickets regarding the first interaction with crypto and finance in general.
Adaptation to the current market: On plenty of occasions, we were in a hurry to make big changes to the products that we were promoting.

Contact me on Linkedin

Behind the Scenes

Finding the Real Bottlenecks

Instead of guessing what users needed, I looked directly at how they were using the app. By analyzing heatmaps and transaction data.

Key tools: Hotjar, Looker Studio, Adjust.

Planning for Errors

Things go wrong, especially in fintech. I mapped out every place a transaction could fail. I designed specific solutions for each of these "unhappy paths," giving users clear ways to recover or auto-retry, rather than leaving them stuck or losing their data.

Key tools: Figma, FigJam.

Aligning Design and Code

To make sure design and development were always on the same page, I built a streamlined Design System. By using Design Tokens as a single source of truth, we stopped the back-and-forth friction during handoffs.

Key tools: Figma, Adobe Illustrator, Adobe Photoshop.

Evolving the Product

My work didn't stop after the initial launch. As the market changed, I helped guide the product's next steps. When we had to integrate complex, high-stakes features like crypto-staking and tax reporting, I made sure the core experience stayed simple, fast, and easy to scale.

Key tools: Jira, Slack.

Currency Swap

We built the swap module to handle both real-time market orders for speed, and limit orders for users who want more control over their trades.

Centralized interface for instant liquidity. This module supports both real-time Market orders for speed and Limit orders for strategic execution.

Simple Onboarding

I designed an onboarding flow that includes biometric video and automated email validation. It strikes the right balance between staying strictly compliant and letting users get started quickly.

The Home Experience

We designed a welcoming dashboard that gently guides new users to finish their onboarding while clearly surfacing new financial products and their total portfolio at a glance.

Traditional Stock Market

We integrated traditional equities into the ecosystem, designing clear, secure flows that make buying and selling stocks straightforward and reliable.

Simplifying Crypto

Blockchain networks can be intimidating. We stripped away the technical jargon to create intuitive flows that make moving crypto accessible for beginners and fast for experts.

Real-World Utility

Crypto isn't just for holding. We integrated virtual cards, utility bill payments, and cross-border transfers (PIX), letting users seamlessly choose which currency to spend in real-time.

Automated Yields

We designed a frictionless flow that lets users effortlessly activate automatic passive income on both their crypto and fiat balances, putting their money to work with just a tap.

Clear Portfolio Insights

We used clean data visualization and advanced transaction filters so users can track their balances and history without friction.

Scaling to the Web

Responsive Web Dashboard

We expanded the experience to a fully responsive web platform. I used the larger screen space to give power-users better data visualization and complex trade management, all while keeping our design system intact.

Designed a fully responsive web ecosystem designed to support power-users and high-volume, leveraging expanded viewports for advanced data visualization and complex trade management without compromising the design system's integrity