But this is not something that just anyone can do. It’s highly technical and normally requires a large amount of crypto.

That’s where we came in. How could we offer this service to a retail market that knows little or nothing about crypto and blockchain?

Part of my job here was to support the dev team and help them deliver what had already been defined as the MVP. I helped document what wasn’t ready and defined what hadn’t been defined yet, mostly closing some gaps.

It was basically the investing journey of the app. The withdrawal journey wasn’t ready, so I stepped in as quickly as I could and, after a few weeks, we launched.

The results? Not so good.

1: They couldn’t understand the product.
2: The withdrawal time was too long (15 days).

The first thing we did was tackle the 15-day withdrawal period. There were some improvements to be made in the backend, I designed a new module in the backoffice to make the operation smoother, we changed third parties, and made some minor adjustments in the frontend.

While doing this, I was also exploring ways to make the product easier to understand, to invest, and to withdraw. With the help of an AI tool called Birdie, we were able to process all comments about the product across different touchpoints (app store, social media, tickets, CSAT) and gain a very good understanding of what was going on.

The main goal here was to tackle the first pain point (people weren’t understanding the product). So we created a product page with detailed information, a simulator, an explainer video, and an FAQ. We also added more information about profitability on the customer portfolio page.

• UI remake to make it clearer and lighter.
• Implemented a way to invest directly with fiat money (until this point, the user needed to already have the right crypto before investing in the product).
• Added a way for users to invest without having any money in the app at all, using a QR code to pay directly through their banks.

With this, we were able to reduce the steps in the journey and remove friction from the process. Users could now complete an investment even faster and more easily.

The step “Pay in the Bank” was actually powered by Pix, the instant-payment system developed and backed by the Brazilian government that became globally known lately. It’s fast, free, and available 24/7. Because of that, this step turned out to be even faster than the traditional “Deposit Money” flow.

You can see the MVP on the left and the latest version on the right.

So we improved tracking so users could clearly see their profits, and we created a History page to track every investment in the product and every reward.

Now we are working on the third screen of this last image, a place where users can compare the performance of each crypto reward with global benchmarks and see their allocation distribution.

This also became a business opportunity, because we are able to show users which cryptos they hold that are eligible for staking but are not yet staked, encouraging them to invest more.

Also, it became a very important product for the company, generating revenue and contributing by providing key components that other products could use.