Pix 🪄

The Project

Pix is a project of the Brazilian Central Bank to set up an instant payment method in all financial institutions. Based on experience manuals released by the Central Bank throughout 2020, participating institutions adapted to implement and launch the service in November.

The payment or transfer that until then was made by different means with various taxes and restrictions could now be made with Pix via mobile or desktop. Users would transfer or pay free of charge with QR Code, registered account number, or identification keys.

My role was to create the Pix user journey. However, we needed to design a unique user experience to help users create their Pix keys, but we didn’t have a visual identity for this new experience from the marketing team. So, we decided to create a new visual design language for the app and collaborate with the marketing team to produce assets for the Pix launch campaign. Additionally, we were struggling with the tight deadline, as we only had two months to launch this new feature on the app.

Users & Audience

The users of Iti's, belong to Brazil's C and D socioeconomic classes, which represent individuals and families with lower incomes. These users often face challenges in accessing traditional financial services, including high fees and complicated processes, which can be barriers to effectively managing their money.

Our focus was on creating a user experience tailored to their needs, ensuring the app is simple, intuitive, and accessible.

The team

The team consisted of 1 UX designers, 1 UI designer, 1 project manager, and 7 developeres. As a UI designer and illustrator, I created the wireframes, developed high-fidelity prototypes, designed the visual components, and ensured a responsive, user-centered final UI design. I also provided assets for the marketing team.

Design Process

To create something unique, I began by thinking about the feelings Pix should evoke for users: instantaneity, speed, and innovation. I then brainstormed how these concepts could be visually represented, starting with a moodboard. While searching through the Iti brand book, I found the perfect character to serve as the main storytelling element for the campaign and user interface: a magician. This character could convey the magic of innovation, speed, and instantaneity. I pitched this design idea to my design and marketing teams, and they were confident it could work. To reinforce the magical feeling, we initially considered incorporating motion into the experience. However, due to the short timeframe and tight deadlines, we had to set that aside and prioritize user research and running user experience tests.