PicPay
Client
Strategic Design, Agile Research, Workshop
Services
2023
Amid rapid growth, PicPay needed to reach new customer segments, but lacked clarity on user behaviors and value perception beyond its core base. The absence of well-defined personas and a fragmented product narrative created inefficiencies in prioritization and risked misaligned investments across squads. OUTCOME The behavioral segmentation and strategic framing we delivered helped teams prioritize roadmap bets around four distinct user mindsets. This enabled clearer go-to-market paths, supported alignment across design and growth squads, and de-risked new product investments projected to target a R$300M addressable segment.
My Role Defined the project's framing and process architecture as Head of Design, ensuring the research and product strategy unfolded around clear objectives. Guided the project lead, ensured insight consistency, and translated findings into aligned product opportunities for senior stakeholders. Credits Alexandre Paranaguá (Head of Design) Elisa Novaki (Service Designer) Bruno Johnson (Facilitator) Dudu Friedrich (Art Director) project developed at No One, design transformation
THE CHALLENGE How can PicPay unlock new growth opportunities by reaching a previously underserved customer segment — the emerging upper-middle class? The goal was to design a value proposition that resonates with this audience, grounded in their financial behaviors, unmet needs, and aspirations. APPROACH 1.Strategic Discovery & Framing We kicked off with the key question: “What would market fit look like for customers who choose PicPay as their primary financial partner?” To answer that, we designed a mixed-method approach to explore: • Financial behavior, mindset, and relationship with institutions • Needs and perceptions around product portfolios • Aspirations around wealth, autonomy, and lifestyle 2.Workshops & Segmentation Strategy We conducted 5 strategic workshops with participants segmented into behavioral profiles. From this, we uncovered two core conceptual frameworks: • The “5 Gs” of Financial Behavior: Earn, Manage, Spend, Save, Reward • The Financial Freedom Pyramid: From chaos to independence We mapped 4 behavioral mindsets using three dimensions: Autonomy, Engagement, and Financial Freedom. Each persona was enriched with motivations, fears, product-fit insights, churn drivers, and opportunity areas. 3. User Personas & Behavioral Models We defined two key customer archetypes: • High-Income Conquerors: financially stable professionals seeking personalization, autonomy, and control • Retail+ Builders: aspirational customers at the base of the freedom pyramid, motivated by financial literacy and progress 4. Value Proposition Design We co-developed a concept for PicPay to become a personalized financial hub — enabling users to build their own mix of services and experiences, based on where they are in their financial journey. This led to the creation of the “Tracks” System: • A-Track: modular benefits, human+digital support • Fast-Track: quick resolution services for setbacks • Me-on-Track: customized perks and rewards • Personal-Track: lifestyle-based service personalization 5. Strategic Tools & Validation We delivered a suite of frameworks for internal teams: • Value Map: mapping user needs to service features • Customer Mindset Matrix: segmenting by behavior and aspiration • Go-to-Market Plan: prioritizing segments, key messaging, and pilots OUTCOME & IMPACT • Supported the validation of new product-market fit with strategic personas • Guided internal decision-making for a multi-track value proposition • Enabled design and marketing teams to align product offerings with real customer expectations • The initiative helped secure alignment for go-to-market rollout (results confidential)
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