Recent work

Xerpay

Redefining Financial Wellness

Designing digital solutions that transform how people access and control their finances.

Overview

Xerpay aimed to help employees of companies organize their personal finances through early wage access mechanisms, without compromising their earnings. The service was provided to 60,000 employees from 45 companies in Brazil, including major brands such as Ambev, RiHappy, and Nivea. The startup was backed by Kasek, Redpoint Ventures, QED, and Vostok.

Xerpay supported employees in financial need by offering early wage access without compromising their earnings. Our design challenge was to transform this sensitive service into an empathetic and user-friendly experience.

We accelerated feature launches through rapid user testing and strategic knowledge sharing, aligning product engagement with user needs before development. This approach enhanced business outcomes and significantly reduced costs, maximizing ROI by shortening development time and ensuring each feature delivered immediate, user-centered value—all anchored in a Product-Led Growth strategy.

Key Responsibilities

I prepared the design team for scaling, aligning design to maximize business results. My focus was on data-driven UX decisions, implementing discovery methodologies, and adapting workflows to agile processes. I also integrated acquisition and product design for a cohesive, user-centered approach across the product lifecycle.

Seamless collaboration between design and product

The integration between design and product fostered a collaborative environment, where strategic insights and early involvement in the development cycle allowed design to influence feature prioritization and contribute directly to the roadmap. This synergy enabled rapid iteration and precise value delivery, creating a product that was both functional and user-centered.

Process

Using a blend of existing frameworks, we aligned solutions across business, product, design, and tech by gathering insights from data, user needs, OKRs, and stakeholders. Through an Atomic Research Structure and an Opportunity Solution Tree, we organized and prioritized opportunities, keeping the team aligned. This structured approach, reinforced by feedback loops, led to well-vetted solutions that balanced user needs with strategic goals.

Key Projects

Refactoring and simplifying the app through progressive value-driven deliveries
Launch of a new website and rebranding
New withdrawal journey via PIX
KYC Journey
Payment scheduling
Fast track for user testing

Achivements

One of the key long-term achievements was implementing a culture where user experience lessons were routinely shared across product, design, and the entire company.

User testing fast track:
The testing process, which previously took over a month, was adjusted to deliver results in less than a week. This included:

Defining and standardizing documentation of the process
Automating workflows with finance and legal
Creating a recruitment pool of testers
Upgrading the stack to Figma and Maze, enabling async tests with automatic result collection

Metrics impacted:

Increase in the volume of registrations
Growth in the number of withdrawals and transactional volume
Increase in recurrence and Monthly Active Users (MAU)

Learnings

The acquisition of Xerpay by Betterfly was an important lesson, highlighting how startups must quickly adapt to mergers and acquisitions (M&A) scenarios, especially in integrating cultures