Creating a new payment journey in a e-commerce product
2025 – Product design
My Role
UI Design, Interation design,
Facilitation and presentation sessions
Team
Henrique Machiavelli, TL
Gustavo Silva, TL (Pix)
Beatryz Matos, CX
Bárbara Palma, UXW
Cecília Deveza, PM
Timeline
1 month and half, launched in January 2025
Overview
Efí bank is an online payment intermediary that offers billing solutions through bills, payment slips and credit cards.
Also offering services such as Pix, API, Open Finance, Receipt Management, Billing, API Pix, and Technology for business management.
Problem statement
In addition to the card and bank slip options, we want to offer our customers the alternative of sending charges using the Pix option.
Main goals
Provide solutions that guarantee the best experience with Pix by including it among the available payment options.
Ensure mapping of all locations on the platform that will be affected by adding payment by Pix.
At the end of the research, make it clear about the priority order for software engineering teams to start work.
Deliver a report with all the links and documents necessary for other teams to work.
Research & analysis
Using the double diamond process, the first step was to understand if there was already a professional working on something related to Pix and ensure that my work would not affect theirs. I also searched our system for feedback from customers who would like to make charges using the Pix option.
Benchmarking
To understand in-depth how other players are offering the Pix option, the differences between platforms, and how to guarantee the best experience to the users.
CSD Matrix
The CSD matrix helped me validate assumptions, doubts, and certainties both at the beginning and at the end of the project.
Platform overview / Definitions (User flows)
An extremely important point was mapping the products that would be affected by this system change. So, I created a personal filter to analyze if the layout adjustment would be just textual, adding Pix components, or changing the entire flow (Back and Front-end).
Impact/Effort Matrix (Priorization)
As the research evolved, several points of the platform were identified that needed to be adjusted. So we converged on the Impact Effort Matrix that helped map out what these locations would be and in what order the developers would work.
Ideation process
I held several meetings with stakeholders, PMs, tech leads and CX to validate the ideal flow.
Handoff and next steps
After approval, all research, links and processes were compiled into a document and made available to product leaders. This speeded up future decision-making.
Deliverables (web, tablet and mobile)
Products Payment Link, Payment Buttons, API System (Dev.Efi Pay), Payment screen and Management screen
Learnings & opinions
Document everything
From dates, meetings to decisions made! Now we have a new PM who praised the documentation created, streamlining its next actions.
Talk to the teams
Aligning action points and possible problems with tech leads and PMs helped me from the beginning to understand how to get from point A to delivery at point B
Delivery size
What seemed like something “simple” at first, has escalated and will influence the entire platform. Understanding this was crucial to avoid delays in delivery.
Before starts
Pix is one of our biggest products! It is very important to understand what adjustments will be made and which teams will be affected.
Development team
Communication is the key! Because we need to involve other teams (Pix team), it was ideal for the success of the project to meet with them weekly. In the handoff stage we had zero points of friction.
Prioritizing speeds everything up
When we realized that demand was huge, it was essential to prioritize with leadership which products would receive Pix first. This prioritization allowed us to deliver the main solutions more quickly.