When everything started
THE BEGINNING
My story at C6 Bank began from the very start, when the company consisted of just 20 people, including the founder, working in an office on Juscelino Kubitschek Avenue here in São Paulo. When I joined this journey, the Design Team was still in its early stages, with only two designers. Over time, more people joined, helping us transform a fintech into a fully authorized bank by the Central Bank of Brazil.
It was one of the biggest and most exciting challenges of my career. Through dedication and collaboration, we took ideas from scratch and built one of the largest digital banks in the world.
Raising Awareness About
DESIGN VALUE
Sharing knowledge about the importance of design within the organization was a collective responsibility within our team. It was crucial to define our role in discussing strategies and sharing insights about our potential users. Thanks to this mindset, we established a user-centric culture from the very beginning, working together and involving the founder and key stakeholders in our process.
The objective was clear: sharing knowledge about real user needs is essential for product success.
Raising Awareness About
DESIGN VALUE
Sharing knowledge about the importance of design within the organization was a collective responsibility within our team. It was crucial to define our role in discussing strategies and sharing insights about our potential users. Thanks to this mindset, we established a user-centric culture from the very beginning, working together and involving the founder and key stakeholders in our process.
The objective was clear: sharing knowledge about real user needs is essential for product success.
Workshops (Vision, Business, and Experience)
GETTING TO KNOW POTENTIAL USERS
As the team grew, constant alignment of expectations became essential. We organized workshops on the bank’s vision and future. We invited potential customers, aligned with the bank’s target, to share their experiences and challenges with other financial institutions. These interactions helped us identify business opportunities and craft user journeys that addressed their real needs.
Workshops (Vision, Business, and Experience)
GETTING TO KNOW POTENTIAL USERS
As the team grew, constant alignment of expectations became essential. We organized workshops on the bank’s vision and future. We invited potential customers, aligned with the bank’s target, to share their experiences and challenges with other financial institutions. These interactions helped us identify business opportunities and craft user journeys that addressed their real needs.
Shaping the Strategy
RESEARCH AND OPPORTUNITY
We started by defining a journey with several personas, representing the ideal clients for the bank. To do this, we conducted over 100 interviews based on the bank's strategy, targeting people from social classes A and B, aged between 18 and 59 years. All the interviews were grounded in real data, such as geographic information, problems, challenges, objectives, and behaviors.
During the analysis, we noticed that behavior changed throughout the journey, depending on the context. This insight led us to adopt the mindset segmentation concept. This method helped us understand the circumstances, rather than just demographics, creating a more accurate understanding of users through their decisions and contexts.
Source:
https://mindsets.fjordnet.com/reaching-the-mindsets
Shaping the Strategy
RESEARCH AND OPPORTUNITY
We started by defining a journey with several personas, representing the ideal clients for the bank. To do this, we conducted over 100 interviews based on the bank's strategy, targeting people from social classes A and B, aged between 18 and 59 years. All the interviews were grounded in real data, such as geographic information, problems, challenges, objectives, and behaviors.
During the analysis, we noticed that behavior changed throughout the journey, depending on the context. This insight led us to adopt the mindset segmentation concept. This method helped us understand the circumstances, rather than just demographics, creating a more accurate understanding of users through their decisions and contexts.
Source:
https://mindsets.fjordnet.com/reaching-the-mindsets
Defining
MINDSET
SEGMENTATION
Based on the concept of mindset segmentation, we created four users. This helped us better understand the different types of users and strategically guide design and product development.
These segmentations allowed us to personalize the banking experience, taking into account each group’s motivations and behaviors, ensuring more effective solutions aligned with user expectations.
Testing the First Version
BUILDING THE MVP
After aligning opportunities with the business team and stakeholders, we began testing services through white-label solutions while the internal team worked on the open banking infrastructure.
We built the MVP using Matera and Conductor’s backend, along with components from Material Design. This initial version was key for the first concept and usability tests. Between May and August 2019, we launched it and gathered valuable feedback from users.
May till August- 2019
RELEASE DATA
Defining the Rules
NAVIGATION
CONCEPT
With the product live, we started working on the bank's new look and feel. During this phase, I had discussions with a former colleague from Fjord Berlin, who introduced me to design trends for bottom sheets that would improve gesture-based navigation.
From these discussions, we consolidated a concept and defined its navigation rules, creating a smoother and more intuitive experience for the user.
Goodbye, Material Design
WELCOME,
DIAMOND
DESIGN SYSTEM
After conducting usability tests with the MVP's component library, we identified areas for improvement, such as difficulty interacting with certain forms and UX issues raised by the NPS. These insights highlighted the need to create our own Design System.
This way, the Diamond Design System was born, a tailored solution that aligned usability standards with C6 Bank's specific needs.
The Most Anticipated Moment
OFFICIAL
LAUNCH
In August 2019, we officially launched C6 Bank, with a consistent and authentic user experience. This launch was a major milestone for the team, as we were able to validate the bank’s vision and deliver a real solution to the market.
Just a few months after launch, we reached the milestone of 1 million customers, a huge success that validated our effort and dedication.
Testing and Tagging the
PRODUCT
EVOLUTION
After the launch, it was crucial to bring the performance team closer to work on the product’s evolution. We conducted qualitative and quantitative tests to identify opportunities and challenges.
Our biggest takeaway from this phase was: fail fast, learn fast, and adjust the product as quickly as possible.
Testing and Tagging the
PRODUCT EVOLUTION
After the launch, it was crucial to bring the performance team closer to work on the product’s evolution. We conducted qualitative and quantitative tests to identify opportunities and challenges.
Our biggest takeaway from this phase was: fail fast, learn fast, and adjust the product as quickly as possible.
Measuring the Design
SUS METHOD
& USABILITY TESTING
To connect NPS data and define success metrics, it was essential to measure the design and understand where the user experience was falling short. With the help of Nathalia Ribeiro and Paola Sasso, we adapted the SUS (System Usability Scale) method based on John Brooke’s heuristics.
We began measuring task effectiveness, process efficiency, and user satisfaction during our tests, which helped us continuously improve the experience.
Taking Over the Design Team
LEADERSHIP
As Lead Product Designer, I took on the responsibility of hiring and retaining talent, as well as facilitating ceremonies like retrospectives and design reviews. I played an active role in strategic and design decision-making, always ensuring that processes ran smoothly.
My goal was also to support the development and growth of the team, helping each member achieve their best performance.
Defining an Objective for the
HIRING PROCESS
In the hiring process, my focus was on identifying the team’s gaps, defining the responsibilities for each role, and evaluating candidate profiles, always aiming for the growth and development of the team. I believe that having clarity on roles and responsibilities from the start was key to keeping the team aligned and motivated.
Proposing a Framework for
ROLES, RESPONSABILITY
& CAREER
In collaboration with the People team, I proposed implementing "Ways of Working" methodologies based on Joel Califa's work at GitHub. The goal was to create a professional profile evaluation system with clear career expectations and development opportunities. This framework aimed to foster each team member's growth while ensuring talent retention and continuous evolution.
Defining our
CEREMONIES & PROCESSES
In my leadership role, I facilitated ceremonies such as retrospectives, design critiques, and daily syncs with product teams. I was also responsible for creating and presenting the Academy, an onboarding program explaining processes and responsibilities. Alongside Murilo Schultz and Iougo Huan, I helped develop a triple-track process that connected research, design, and technology. This "triple track" model was crucial for integrating all product fronts, from upstream to downstream.
Awards
BANKING AWARDS 2020
In 2020, C6 Bank was named the best emerging digital bank in the world by the Banking Awards, organized by Business Tabloid, in the "Best Emerging Digital Banking Services" category. Additionally, we reached 1 million customers just six months after launch, as highlighted in McKinsey's "Brazil Digital Report 2020." This award reaffirmed C6 Bank's impact on the financial market, making it the only Latin American institution recognized among the best banks of the year.
Honorable Mentions
YOU DON’T
BUILD
A BANK ALONE
It’s only fair to give credit to those who made all of this happen!
Building a bank from scratch - Challenge part 01
Gustavo Torres - Chief Innovation
Marcel Sanches - Team Leader
Nelson Vasconcelos - UX Lead
Nando Roldan - Product Designer
Iougo Huan - Product Designer
Bruno Fischer - Product Designer
Bruno Poncinelli - Product Designer
Rachel Pardo - Product Designer & Illustrations
Nathalia Ribeiro - Service Designer
Paola Sasso - Research Designer
Aline Galvão - UX Writer
Honorable Mentions
YOU DON’T
BUILD
A BANK ALONE
It’s only fair to give credit to those who made all of this happen!
Building a bank from scratch - Challenge part 01
Gustavo Torres - Chief Innovation
Marcel Sanches - Team Leader
Nelson Vasconcelos - UX Lead
Nando Roldan - Product Designer
Iougo Huan - Product Designer
Bruno Fischer - Product Designer
Bruno Poncinelli - Product Designer
Rachel Pardo - Product Designer & Illustrations
Nathalia Ribeiro - Service Designer
Paola Sasso - Research Designer
Aline Galvão - UX Writer
Working in a product evolution - Challenge part 02
Gustavo Torres - Chief Innovation & Experience
Marcel Sanches - HX Team Leader
Nando Roldan - Product Designer Lead
Iougo Huan - Product Designer Lead
Bruno Poncinelli - Product Designer
Rachel Pardo - Product Designer & Illustrations
Bruno Fischer - Product Designer
Wagner Silva - Product Designer
Camila Teixeira - Product Designer
Lucas Cruz - Product Designer
Giulianne Postiglione - Product Designer
Caio Rossini - Product Designer
Agnes Pinhanelli - Product Designer
Sabrina Grolla - Product Designer
Rodolfo Poletti - Product Designer
Juan Llerena - Product Designer
Gabriela Abinajm - Product Designer
Renato Stefani - Product Designer
Luiza Tagliatela - Product Designer
Aline Cristina - Product Designer
Murylo Schultais - HX Product Manager
Barbara Dierckx - HX Product Manager
Fernanda Formicola - HX Product Manager
Marcos Zigowski - HX Product Manager
Nathalia Ribeiro - Service Designer Lead
Nelson Vasconcelos - Service Designer
Vinicius Marinho - Service Designer
Gabriel Pereira - Service Designer
Marília Bueno - Service Designer
Leticia Trindade - Service Designer
Paola Sasso - Research Designer
Izabela Escanhoela - Research Designer
Carolina Veraldi - Research Designer
Jessica Dellanegra - Service Designer
Aline Galvão - UX Writer Lead
Maitê perez - UX Writer
Juliane Nascimento - UX Writer
Gisele Rosati - UX Writer